A silly example? Not at all. You can re-play it chapter and verse for Starbucks, Harley-Davidson and Southwest Airlines. The "Big Leap" takes place when the experience dimension enters the mix. The Chuck E. Cheese "experience factor" added at least $90 to the tab!

Let me put it another way. A lot of people work for Harley-Davidson. The real deal... none of them are so silly as to believe that they "just make motorcycles." But if not motorcycles, Then what? How about experiences?

As one Harley-Davidson executive put it, "What we sell is the ability for a 43-year old accountant to dress in black leather, ride through small towns, and have people be afraid of him."