In 1998, Joe Pine 2 and James Gilmore declared the advent of the experience economy. They were right and since then business has been trying to capture what the customer is already demanding – a personalized experience that provides value to them. Chapter 4 will cover what the demands are, how this “situation” evolved, and how the customer is going about getting a handle on that experience. The role played by and value of style will be a part in this chapter.