- Goethe

The most effective shows are ones that charge a premium for the memory, orchestrate a branded experience during every single minute of the guest's visit using every square foot of retail space in a coordinated way. On this stage, every single associate becomes part of the show whether as an actor in front of the guest or as back stage support.

As a way to recognize the milestone, I have published a new booklet called 10 GEMs - Build Repeat Business Through Wall-To-Wall Branding. It's written to give any retailer a practical blueprint on how to create and implement a Guest Experience Marketing plan. (If you would like to download a copy of 10 GEMs, click here)

In further celebration, I thought I might share with you what some of the most influential books in the development of Method Marketing © and Wall-To-Wall Branding © were and why. I recommend every one of them to you.

The Experience Economy by B. Joseph Pine & James H. Gilmore

This book lays out the case that we have evolved from a service economy, where value is added through service to the Experience. Economy, where the value is added through the memory that is created by the experience. Product and service quality are givens in this new paradigm.

Further, the book makes the case that business must morph into a new kind of organization patterned after the theater to operate in this new economy and flourish. There are other books out now about 'experiential marketing' and the like, but I consider this to be the seminal work. Besides, I studied with the theater artists, who are quoted by Pine and Gilmore.

The Artist's Way by Julia Cameron

A wonderful, practical book, which provides a thirteen-week program/blueprint for anyone to use to develop their creativity. If we are in the memory creation business using the theater as a model, we better feel comfortable with being creative. Here's a way to get there.

Nichecraft by Dr. Lynda Falkenstein

An important book because it preaches the beauty of focus. We do not need to be everything to everybody, just something narrow and deep enough to reach enough 'somebodys' to support a venture. A very practical guide that takes the reader through the process of selecting the niche that is right for them.

Generations by William Straus and Neil Howe

While they have published more recent books, including the superb The Fourth Turning Generations, published in 1991, lays the groundwork for their grand vision. To whit, American generations, from the first settlers to the millennial babies of Boomers and 'X'rs' alike, belong to one of four archetypes that repeat sequentially. This understanding enabled the authors to plot 'a recurring cycle in American History - a cycle of spiritual awakenings and secular crises' which in turn gives them remarkable insight into our future.

RoadFood by Jane & Michael Stern

The Sterns have made it their business to find the greatest examples of American Regional Cuisine our country has to offer. That many of the places they found are beaten up or off the main drag doesn't diminish the beauty of the food these restaurants create. I can attest to the quality as I make it my business to find these 'out from left field' establishments and try the fare.

Stella Adler: The Art of Acting compiled by Howard Kissell

If you're going to understand the true nature of theater and acting, you might as well learn from a master. Again, I can attest to her brilliance. I studied with her, myself.

The Thrill of the Grill by Chris Schlesinger & John Willoughby

Not just a great cookbook, but a manifesto on searing meats, fish, fowl or just about anything else to produce an eating experience just this side of heaven. Further, Schlesinger is a master of bringing knockout flavors to work-a-day meals. Besides, he is the one who taught the beauty of 'slow and low', a method of cooking I use for just about everything.

They have published a bunch of books, any of which are worth the money. I chose this because it reminds me of the joy I felt behind their line, plantains, gulping down Buds and grilling fresh Tuna and Steak to a fare-the-well. And this from a guy who lives by the motto, 'it's not about the food, but being the friendliest place in town.' How cool is that?

E-Newsletters That Work by Michael Katz

Last, but not least, this great book lays out both the rationale for and the method of how to produce great e-newsletters. As much a marketing primer as a 'how-to' book, Katz uncovers gold in them thar 'cyber hills'.

There you have it, eight books of import that changed the way I think about the business. Here's to another 50 issues!

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I want to talk about barbecue, which is a passion of mine, fueled, in part, by following the Stern's lead on the road to great American road food. I am here to celebrate some of the best barbeque in the world. My favorite is Goode Company Barbecue in Houston. In addition, Blue Smoke in New York and East Coast Grill here in my neck of the woods both deserve honorable mention.

Now, let me rhapsodize. Goode Barbecue is served in a dumpy building on Kirby Street in Houston. It reeks of smoke, juice and meat. Yowza.

Now, whether you pronounce their name 'good' or 'goody', who cares, they have the best freakin' Que I know. They have the best sauce, hands down of anyone and the selection of smoked meats and fowl are remarkable. I love these guys enough to have 'em send me some 'Que' via FedEx.

The other guys are worth giving a 'rave' to. Chris Schlesinger started his restaurant as a Barbeque joint known as Jake and Earl's before it morphed into the justly famous East Coast Grill. Of all the Que that he does, my favorite is the brisket. He uses prime brisket because the marbling makes the meat tenderer after it's been smoked, slow and low.

Blue Smoke, Danny Myers, barbeque joint in Manhattan, has gotten raves. The Que is good, but what their brisket sandwich unforgettable was the bun it was served on. Baked on premise, the bun was compact, sweet, dense, glazed on top with egg wash and grilled.

We combine theater technique, classic marketing skill and operations know-how to create a profitable, "WOW" guest experience.

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