ASCEND: Launching The Transformation Economy

Step into the future of business transformation at ASCEND: Launching —the official launch event for Joe Pine’s groundbreaking new book —being held on February 3, 2026 on the very day of its worldwide release. As the long-awaited follow-up to the groundbreaking book he coauthored with Jim Gilmore, , this new volume marks a major advancement in how organizations create value and guide meaningful change. Hosted at the vibrant Coco MSP space in downtown Minneapolis, this exclusive one-day gathering invites leaders, innovators, and forward-thinkers to be among the first anywhere to dive into the ideas destined to once again redefine the competitive landscape in the years ahead.

Across an energizing six-hour journey, Joe Pine will unveil the core concepts of The Transformation Economy in his first public presentation following the book’s debut. Participants will experience a rare, hands-on exploration of one of the tools from his upcoming Transformation Toolkit, which you’ll take home to continue your journey long after the event concludes. Reflections over a catered lunch, curated activities, and an intimate facilitated Q&A offer direct access to Joe and a chance to engage deeply with event participants.

Every participant will leave with a signed, first edition copy of the book, exclusive surprises, and entry into special drawings—including a chance to win a complete Transformation Toolkit Joe is currently designing, or a complimentary virtual consulting session with him!

Whether you’re a business leader seeking fresh strategic insight, a practitioner eager to elevate client impact, or a curious learner ready for your next stage of growth, ASCEND promises to be an unforgettable experience. Seating is limited to the first 50 registrants—join us at this historic debut and be among the first to ascend into the Transformation Economy.

The Author

B. Joseph Pine II is a leading authority on business innovation and economic value creation. He is the coauthor along with James H. Gilmore of the landmark bestseller The Experience Economy, the pioneering work that reshaped how companies create value through memorable, engaging experiences. His latest book, The Transformation Economy: Guiding Customers to Achieve Their Aspirations (February 2026), is the long-awaited follow-up, introducing a bold new framework for helping people become who they want to become—the ultimate competitive advantage in today’s evolving marketplace. The book challenges leaders to align with what their customers truly seek, elevate the strategic direction of their organizations, and confront the most fundamental question of all: What business are you really in?

Pine has delivered more than 1,000 presentations around the world and has advised top organizations across industries on how to compete and grow in an economy defined increasingly by mass customization, staged experiences, and now, transformational offerings. He is a Lecturer in the Strategic Technology Leadership program at Northeastern University’s School of Business, and the co-founder of both the World Experience Organization (WXO) and the European Centre for the Experience & Transformation Economies.

The Book

From the author who defined the Experience Economy comes the next big shift: .

A fundamental economic shift is emerging. Goods, services—even memorable experiences—are no longer enough to attract and keep your customers. Customers are clamoring to change; to be guided toward their aspirations and to become better versions of themselves.

Welcome to The Transformation Economy.

To truly compete in today’s marketplace, enterprises must create transformative experiences that guide customers to achieve their aspirations, whether that’s improving well-being, increasing prosperity, developing knowledge, or finding purpose. These aspirations speak to customers’ greatest desires, their dreams for the future, and their conceptions of who they are and who they strive to be.

In this book, bestselling author B. Joseph Pine II builds on his iconic work on the Experience Economy to explain what this new shift means for companies looking to stand out and gain competitive advantage. Using examples from organizations across industries, including Noom, Symplany, Hydrafacial, London Business School, and Johnnie Walker Whisky, Pine provides practical, proven frameworks for organizations to design, create, and guide transformative offerings that help customers reach their greatest aspirations and flourish over the long term.

Info: Discovering the ideas, principles, and frameworks of The Transformation Economy

Info: Exploring and applying tools for shifting into the transformation business

Info: Informal conversations and the book signing

Event Venue & Nearby Stays

Coco / Minneapolis Grain Exchange / North Tower, 400 South 4th Street, Minneapolis, United States

Concerts, fests, parties, meetups - all the happenings, one place.

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