I found this article on the foundations of Disney business posted on the Re-Imagineering blog to be inspiring and particularly applicable to designing experiences in Second Life. The culture of the community is as important as their engineering skill!
There is more to creating a great place in SL than just building something and waiting for people to show up. The great places in SL have high-quality builds, but also have a story for visitors to engage with. This story is often intertwined with the community that comes together around the story.
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