From the author who defined the Experience Economy comes the next big shift: the Transformation Economy. A fundamental economic shift is emerging. Goods, services-even memorable experiences—are no longer enough to attract and keep your customers. Customers are clamoring to change, eager to reach their aspirations and to become better versions of themselves. Welcome to the Transformation Economy. To truly compete in today's marketplace, enterprises must create transformative experiences that guide customers to achieve their aspirations, whether that's improving well-being, increasing prosperity, developing knowledge, or finding purpose. These aspirations speak to customers' greatest desires, their dreams for the future, and their conceptions of who they are and who they strive to be. In this book, bestselling author B. Joseph Pine II builds on his iconic work on the Experience Economy to explain what this new shift means for companies looking to stand out and gain competitive advantage. Using examples from organizations across industries, including Noom, Symplany, Hydrafacial, London Business School, and Johnnie Walker Whisky, Pine provides practical, proven frameworks for organizations to design, create, and guide transformative offerings that help customers reach their greatest aspirations and flourish over the long term.