This is the concluding chapter of the book, which deals with the exciting and rewarding world of experience architecture. It introduces Erik Davis, a writer, scholar, journalist, and public speaker who has written interestingly about experience design. In 2001, Davis predicted that we were entering an Experience Design2 era, and he poetically described experience as “that evanescent flux of sensation and perception that is, in some sense, all we have and all we are”. Understanding and appreciating others' existing and desired sensations and perceptions will not only greatly improve the experiences of your customers, but also your own experiences in serving them and beyond. This is the fundamental mission of experience architecture: architecture, to help us see things through others' eyes, to feel what they feel, and hear the thoughts they don't speak.