What does Dungeons and Dragons have to do with Hotel California and Service Design? They’re all systems in which you can live, maybe forever, and continue exploring. And they’re also all systems that need to serve new customers as they enter the door. So how do you balance offering continuous value to your forever fans with welcoming new participants? Find out in Aaron’s talk with Maria Alberto, specialist in canon, as in THE Canon, the truth behind stories and how creators use, change, ignore and embrace all the stories that have come before.