Currently, a new economy is emerging - the economy of impressions, focused on consumer feelings. In its context, the authors advise to abandon the traditional relationship between the company and customers; instead, the company must become an "experience director" and customers "viewers" or "guests." The book examines the principles of successful impressions, as well as theatrical techniques that the company can use. This book is written for those looking for new ways and looking to increase the consumer value of their offering. With it, you gain the tools and techniques you need to create exciting experiences and perform amazing transformations for your current and future customers.