Bob Rogers - Designing Experiences That Change Behavior

Experience designer and BRC Imagination Arts founder Bob Rogers joined me on Ditching Hourly to explain how to create experiences that change behavior instead of merely entertaining. His new book, Deep Story, is a practical guide to doing exactly that.We talked about defining the change before choosing tools, looking past requested deliverables, finding the emotional connection between a brand and its audience, starting with the heart, and turning information into action.00:00 - Meet Bob Rogers and Deep Story01:57 - Lessons from Disneyland's Magic Shop03:57 - It's All About Them07:36 - The Audience Is the Instrument10:27 - Failing Into the Right Career12:24 - Define the Change Before the Tools16:51 - Look Past the Requested Deliverable20:11 - Hire the Team, Not the Idea22:41 - Use Phases and Set Enduring Goals24:53 - Find the Shared Emotional Trigger27:55 - A Brand Is What the Audience Says It Is32:09 - SCAD's Kitchen Table Story35:35 - Start with the Heart, Then Focus38:32 - Information Is Not Transformation42:35 - Books and Where to Find BobBob Rogers is the founder of BRC Imagination Arts, where he has spent decades creating visitor experiences for corporations and museums. He began his career demonstrating magic at Disneyland and later developed concepts for films at Walt Disney Imagineering. His new book, Deep Story, presents a practical approach to building experiences that make an emotional connection and prompt action. Learn more at BRC Imagination Arts. ----Before you go!The next time someone asks you for your hourly rate, I want you to stop what you're doing and head on over to valuepricingbootcamp.com to sign up for my free value pricing email course.Hope to see you there!