TST, Inc. Consulting Engineers Headquarters: Fort Collins, Colo. Number of offices: 1 Total number of employees: 46 Year firm was established: 1977 Total billings for last fiscal year: $6.5 million

Many engineering organizations are operating in the commodity zone. The commodity zone is that uncomfortable region where companies and their proposed offerings are evaluated largely based on price, where client loyalty is a sought-after goal but is often not realized, and where engineering consultants are simply service providers and not true partners in the project. In this surplus economy, we have a plethora of similar companies, employing similar people with similar backgrounds, producing similar designs for similar prices. It is obvious why clients often consider engineering services as a commodity. Do you swim in a bloody red sea of competition or are you uniquely positioned to embrace a new economic offering, to sail your firm into the calm waters of your own blue ocean? How do you truly provide differentiation or create your own blue ocean strategy?

The Experience Economy
The Experience Economy may be just what you are dreaming of when you look to a bright future. The Experience Economy, coined in a best-selling book by Joe Pine and Jim Gilmore, is the latest economic progression. Just as the agrarian economy was supplanted by the industrial economy, the service and information economy of today is being commoditized and a new economy based on delivering experiences is emerging. In the Experience Economy, services are delivered and experiences are created on a personalized, memorable, even transformational basis. Experience Economy companies create a series of engaging, staged events that speak to clients in an inherently personal way.

Many of today’s leading companies have embraced the world of experiences. Beginning with The Walt Disney Company, today you find the experience economy evident in all businesses and industries from Harley Davidson to Ritz Carlton Hotels; Cabellas to the Geek Squad; Apple Stores to Cirque du Soleil. All these companies have discovered the economic benefits associated with creating personalized, memorable experiences for their customers. Harley Davidson says they are in the life-style business not the motorcycle business. Geek Squad creates a computer-repair experience so entertaining that customers can’t wait for the next time their computer breaks down. Cirque du Soleil may be the ultimate entertainment experience. It is not a circus, not really theater, not a concert—it is uniquely the Cirque Experience.

The journey
Our firm, TST, Inc. Consulting Engineers, began its venture into the experience economy with an empowered corporate culture and proceeded to create a new concept in office environments. From our MindPlay Room where technical brainstorming occurs, to the Sky Room where we craft client Dreamscaping sessions, TST is deep into experiences. Instead of a receptionist, TST has created a professional position known as Experience Concierge, designed to serve as client and staff advocate and experience stager. Our facility features a fire pit lounge, saltwater fish tank bar, full kitchen, gym, patios, even a slide from the second floor to the first level. All these areas and more come into play in the TST Experience. But, it is more than just a themed building environment. The experiences we create for our clients are as authentic as any of our engineering design services.

We are in the relationship-crafting business and the results have been pretty remarkable. No longer are we considered just another good firm with good technical people and a good product for a fair price. Now, we have become much more. We are involved with the project earlier and we have a more genuine partnership with the clients. We certainly are viewed as a more creative company and new energy is evident in every interaction. New service offerings are being requested by our clients as they see our genuine interest in being part of their dream. The journey is still underway, but the ocean is getting a lot bluer!

The next expedition
Today, TST is embarking on its next adventure in the world of experiences. As a firm that provides services for land development and municipal infrastructure, we are now focusing on designing experiences into the planning and engineering of new communities. We are incorporating new ideas for "Living Experiences" that can create more sustainable, livable neighborhoods and mixed-use environments. Crafting better Living Experiences will create differentiation for our development partners in a market that demands new concepts to be successful.

The transition from a more conventional firm to an experience-based model isn’t easy, but the benefits associated with being a "dream-maker" far outweigh the struggles of the commodity zone. As business guru Tom Peters would ask, is it time for you to re-imagine your business and chart a new course for your company?

Ed Goodman, P.E., is the CXO (chief experience officer) of TST, Inc. Consulting Engineers, which recently was recognized as the Experience Stagers of the Year at the 10th Experience Economy Conference. Goodman can be reached via e-mail at egoodman@tstinc.com.