What is the 4D strategy?
When we look at staging an experience there are four different things that can be looked at, and if you can get in the sweet spot of those things, then you really are delivering the most impactful experience, and those four things are: creating an environment of education, creating an environment of entertainment, creating an environment of escapism, and creating an environment of aesthetics. So, when I’m in a general presentation at a physical event, I can have LCD screens from the Beijing Olympics. I can have lights. I can have full control of the environment. I can have amazing sound. I can have Power Point. I can have visuals. Because I am in full control, I can be at the center of…I could deliver an educational experience, an entertainment experience. I can certainly have people feel like they’re escaping and create the kind of architecture and aesthetic feeling that allows people to be relaxed and enjoy the environment. I could hit the sweet spot.
