[MUSIC] So let's move away from the realm of consumer electronics and see how you might go about augmenting a product in a complete different context. Let's take the case, for example, of a restaurant and in particular the case of El Bulli. For those of you that do not know El Bulli, El Bulli was the restaurant voted the best top restaurant in the world for five years by top connoisseurs and chefs, international chefs that vote for this particular prize. Now the restaurant was run by Ferran Adria, the famous chef. And part of what the customer is paying for coming to this restaurant is to be able to come to see the master, himself. The creator of that kind of food, called molecular gastronomy, that consists of surprising customers through small tapas or portions or rations of food that are completely unexpected to what they look or how you may have expected to look once you put them in your mouth. Molecular gastronomy is part of what you're paying to come to El Bulli. Right. What else is part of the service? What are you actually buying, and why would you be paying anywhere from 300 to 400 Euros to sit at this table? If you're lucky. Because the restaurant had over 1.5 million reservation attempts at it's peak, the year before it closed down a few years back. Part of why you come is also the experience of seeing the kitchen where a bunch of professionals, in fact, there were so many of them there were, in fact more than the people actually sitting down to eat at the restaurant, are working and preparing your next phenomenal dishes. To see them work and work almost with the discipline of a military regime was another part of the experience and is part of why you come over here. In addition is where the restaurant is placed. It is located in a remote village up in the north of Spain, in the north of Catalonia, called Rosas. Rosas is a phenomenal beach as you can see in the picture. Very close to the French border. So part of what you're really paying for is to be able to come over here for a weekend. There is no easy access to the restaurant, so people have to come and most likely spend the night in a hotel, after they have enjoyed their five to six hour dinner experience. But that's not the end of it. What else are you really paying? Why were there so many million reservation attempts when he can only fit anywhere between 50 to 60 people dining at the restaurant on any particular night during the only six months of the year in which it was open? Well, part was to meet the master himself. Ferran Adria, know as the father of molecular gastronomy and the most famous chef in the world until today. That is also part of how you might go about augmenting the experience. And obviously the scarcity of a table at the restaurant makes it particularly exhilarating to be able to get a seat over there. You can imagine when the value process creation begins and ends for this kind of experience. In this particular case, in the case of an experience, the actual value begins much before. If you managed to have gotten a table at the place where value would be telling every one of your colleagues at the office that you'll be going to Rosas and you have a table at El Bulli and you will finish much afterwards through a recollection of the memories of some of the experiences that you have gone through. [MUSIC]
