Do Better Than Fine

Why Experience Is the New Currency (And Most Brands Still Don’t Get It)

We’re living in the era of experience, but most brands are still acting like we’re shopping in 2012.

Experience is the new currency.
Not content. Not touchpoints. Not even community.
Experience.

Meaning: how you made someone feel the moment they encountered you — wherever that moment happens.

People don’t separate their digital life from their IRL one anymore.
They don’t say, “Well, the online experience was nice but the in-person part was a disaster.”
They just decide they’re done with you.

Brands think they’re doing “experience design” because they’ve mapped a customer journey. But the real journey? It’s sensory. Emotional. Unpredictable. It’s made of a thousand micro-moments:

The way a space smells.
The warmth of a human interaction.
The rhythm of communication.
The small detail someone notices but never mentions.
The thing they can’t explain but can’t stop thinking about.

I’ve seen brands pour millions into messaging while ignoring the moment someone actually shows up.
I’ve watched stunning digital campaigns collapse because the in-person delivery was hollow.
And I’ve seen tiny unexpected details become the reason someone fell in love with a brand for life.

Here’s the truth:
You can’t solve experience with strategy alone.
You need intuition, storytelling, and a willingness to see people as humans, not users.

The brands that get this right?
They become unforgettable.
The ones that don’t?
Well… they stay forgettable.