Experience designer and BRC Imagination Arts founder Bob Rogers joined me on Ditching Hourly to explain how to create experiences that change behavior instead of merely entertaining. His new book, Deep Story, is a practical guide to doing exactly that.
We talked about defining the change before choosing tools, looking past requested deliverables, finding the emotional connection between a brand and its audience, starting with the heart, and turning information into action.
00:00 - Meet Bob Rogers and Deep Story
01:57 - Lessons from Disneyland's Magic Shop
03:57 - It's All About Them
07:36 - The Audience Is the Instrument
10:27 - Failing Into the Right Career
12:24 - Define the Change Before the Tools
16:51 - Look Past the Requested Deliverable
20:11 - Hire the Team, Not the Idea
22:41 - Use Phases and Set Enduring Goals
24:53 - Find the Shared Emotional Trigger
27:55 - A Brand Is What the Audience Says It Is
32:09 - SCAD's Kitchen Table Story
35:35 - Start with the Heart, Then Focus
38:32 - Information Is Not Transformation
42:35 - Books and Where to Find Bob
Bob Rogers is the founder of BRC Imagination Arts, where he has spent decades creating visitor experiences for corporations and museums. He began his career demonstrating magic at Disneyland and later developed concepts for films at Walt Disney Imagineering. His new book, Deep Story, presents a practical approach to building experiences that make an emotional connection and prompt action. Learn more at BRC Imagination Arts.
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