Chapter 2, Mind Your X's and Y's By: Lisa Johnson

Chapter 2: Raise My Pulse: Adventure Takes Its Place as the New Social Currency

General Summary- The chapter starts by discussing a small business called, “Vocation Vacations,” created by Brian Kurth. This unique company has grown in the past years and allows customers to buy 2-day vocation vacations in various career fields. There are many careers to choose from and Kurth does take requests. His company has not done any advertising since its start and relies solely on word-of-mouth. Kurth attributes his success to human’s desires to be adventurous and try new things. He believes this rapidly increased after 9/11 as people became more aware of their own mortalities. Go to the web site to see how it’s grown: http://vocationvacations.com/

The service industry has drastically changed and expanded as people increasingly crave new experiences and adventures. They want to learn something and be able to tell a story about it. In order to apply this to a business, one should consider employees as mentors, helping the customers achieve a goal or perform a certain task.