Add "experience architect" to your CV

At TANK we encourage everyone to observe experiences in all aspects of their life. From having a hair cut to getting their tax return. You never know where the inspiration will come from for your next brand project.

I was having lunch today at a great little cafe in McKinnon. Lovely food, nice people and a relaxing decor.

Just before the meal arrived I hear the waitress tell another customer that they only take cash.

I felt myself tense up. I had $5 cash in my wallet and there was no ATM in the strip of shops.

Why would the cafe put me in this position. Surely they must realise that ten or more of their customers, every day, must be faced with this issue.

My relaxed Saturday lunch suddenly became focused on overcoming this uncomfortable situation in which I have been placed.

I ended up having to walk the street looking for something to buy so I could take out $50 cash to pay for the meal. I ended up in a newsagency where I had to spend $10. The newsagent said that it "happens every day".

In 2011 why would you do this to your customers.

Is there an unnecessary hurdle or anxiety that you are creating for your clients?