Don’t just impress people.
Move them.

The Experience Code is John Roberson’s playbook for designing experiences that turn audiences into fans. Drawn from three decades and 2,500 projects, from the Kansas City Chiefs to Stanford University, it shows leaders why the brand that matters is the one living in their audience’s head, and how to shape it on purpose.

Praise for The Experience Code

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[Pro sports endorsement. One or two sentences that name a specific result or a feeling the book created.]
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Meet John Roberson

John is CEO of Advent, the experiential design firm behind immersive environments for pro sports, entertainment, higher education, and corporate brands. He has stood in more than 200 stadiums, ballparks, and arenas, and he still believes the most important thing in any of them is how people feel when they walk in.

He’s also a small-town kid from East Tennessee and a former cheerleader who still does toe touches in the office. Ask anyone at Advent about the Monday morning woo-hoo sessions.

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Book John to Speak

Written from the work, not the whiteboard.

Every idea in The Experience Code was tested on real projects at Advent, where the team designs spaces that move people for teams, universities, healthcare systems, museums, and companies. Each one starts with the same question: what story already lives in your audience’s head, and what story needs to?

The book is that process, opened up for any leader who wants to use it.

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