&798/ Watch to Be Inspired: Joe Pine. What Consumers Want

1. "Don't say you're authentic unless you really are authentic.


2. It's easier to be authentic if you don't say you're authentic.


3. If you say you're authentic you better be authentic."

Now, my question is: When will commoditized experiences begin to appear?

Citing TED.com:

• The talk. "Customers want to feel what they buy is authentic, but Mass Customization author Joseph Pine says selling authenticity is tough because, well, there's no such thing. He talks about a few experiences that may be artificial but make millions anyway."
• The speaker. "Joseph Pine's career as a business coach began at IBM when he did something truly unorthodox: he brought business partners and customers into the development process of a new computer. Taking from this the lesson that every customer is unique, he wrote a book called Mass Customization on businesses that serve customers' unique needs. Later he discovered what he would coin the Experience Economy--consumers buying experiences rather than goods or commodities -- and wrote a book of the same name. Pine and his friend Jim Gilmore have since turned their focus to Authenticity, which they argue is the main criterion people use when deciding what to buy."

Mass customization, the experience economy, and authenticity. TED Global 2004, Joe Pine.

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