In this episode of Undiscovered Country, host Peter Mulford sits down with Columbia Business School’s Michel Tuan Pham to explore the psychology behind what makes an experience feel truly special. Drawing on his latest research, Professor Pham reveals three powerful drivers of unforgettable moments—uniqueness, meaningfulness, and authenticity—and how even the smallest touches can have a lasting impact. Together, they unpack how brands and leaders can design emotionally resonant experiences, and why AI may enhance or erode our sense of what’s real.