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Sohrab Vossoughi has an excellent article in BusinessWeek about designing the complete experience, saying that, “companies that try to create holistic experiences by emotionally engaging their consumers are flourishing.”

While ideas can be quickly copied by competitors, Vossoughi writes that:

There is still one frontier that remains wide open: experience innovation. This is the only type of business innovation that is not imitable, nor can it be commoditized, because it is born from the specific needs and desires of your customers and is a unique expression of your company’s DNA. Yet the design of an experience is often overlooked in the rush to market.

Identifying the 360-degree experience is key, and requires a keen understanding of: knowing where you are in the innovation cycle, knowing your DNA, making emotional connections and designing for the complete experience.