“What Schrager did when he developed the lifestyle hotel was apply his creativity—through design, story- telling, and programming—to shift the customer’s perspective and produce significant value. After all, many lifestyle hotels are just underperforming hotel assets that have been repositioned using these creative elements.” EntrepreneurMarketingRestaurantsExpertBrandConsultantAlan PhilipsHotelsIan SchragerMorgans Book:The Age of Ideas: Unlock Your Creative Potential Source: The Age of Ideas: Unlock Your Creative Potential