Do you know what Imagineering is about? Diane Nijs, associate professor of the Imagineering Academy, explains in three videos: An introduction to Imagineering Why is Imagineering important nowadays? An example of Imagineering in practice These three videos form a good introduction about what Imagineering is and what it can do for businesses who need stategic innovation.	What is Imagineering?
Why imagineering is important nowadays	Illustrating the importance of Imagineering

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'Welcome to a world where imagination is the source of value in the economy'
- Tom Peters

Creative industries are companies and organisations that make their living from imagination. Companies like Cirque du Soleil are primarily creative content providers. The 'high concept', a typical Hollywood instrument, is the starting point for all business activities.

In the creative knowledge economy, all kind of companies need imagination. 'People have changed more than the companies on which they rely' (Zuboff & Maxmin). Bridging the gap between 'old' organisations and 'new' consumers asks for changing existing industry logic. This can not be done with just 'creative thinking' or 'tactical innovation'. Companies stuck in 'red oceans of bloody competition' (Kim & Mauborgne) need 'strategic innovation' to become serial, inspiring innovators in a 'flat world'. Creativity of employees can be as good as the imagination of the strategists of their organisations.

But innovation is difficult, let alone strategic innovation. There is a growing need for high level professionals who can create and innovate value using their imagination while 'images' provide meaning to experience and understanding to knowledge. Imagination is a fundamental facility through which people make sense of the world. Unlike creative thinking and 'fancy', imagination is a 'shaping and modifying power' (Coleridge) able to let ideas grow exponentially. In the end, we understand Einstein: 'Imagination is more important than knowledge'.

Imagineering, value creation and value innovation from the experience perspective, is an approach towards value creation attuned to the creative economy. It is a way to create a new, appealing 'lens' to find 'a blue ocean of uncontested market space' that inspires all stakeholders to co-create.