Ideas change everything

What consumers want

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Joseph Pine |

TED2004

• February 2004

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.

Want to use TED Talks in your organization?

Want to use TED Talks in your organization?

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.

Want to use TED Talks in your organization?

This talk was presented at an official TED conference.

Read our curation guidelines.

Learn about Experience Economy principles and models with a certification program taught by Joseph Pine's company.

About the speaker

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A writer and veteran consultant to entrepreneurs and executives alike, Joseph Pine's books and workshops help businesses create what modern consumers really want: authentic experiences.

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Authenticity

James Gilmore and Joseph Pine | Harvard Business School Press (2007)

James Gilmore and Joseph Pine - *Authenticity*

This talk was presented at an official TED conference.

Read our curation guidelines.

Learn about Experience Economy principles and models with a certification program taught by Joseph Pine's company.