By Carolyn Cohen, Pitch (Excerpt)

As SXSW wrapped up, I attended a  few final sessions, learned about content and innovation and talked to other folks from those disciplines. Here’s my roundup.

4. The Future is Experience
My favorite panel of the day was led by Brian Solis of Altimeter Group. He shared insights from his new book, X: The Experience When Business Meets Design, and discussed why companies such as Apple, Disney and Nike succeed: Each of those companies create an experience. Solis shared a few fun examples, such as how long it took Heinz to solve its problem: creating a squeeze bottle vs. using a traditional glass bottle. We can all create new ways to think about ongoing problems.