Name: What consumers want
Uploaded: 2009-01-15T01:00:00Z
Duration: 14 min 5 s
Description: 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.

*Future Perfect*

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.

Joseph Pine: What consumers want

What consumers want

Commoditization leads to a desire for customization, transforming goods into services and heralding a service-based economy.

The evolution from commoditization to customization paves the way for the 'experience economy,' where memorable events dominate.

Authenticity emerges as the new consumer sensibility, driving decisions in a market saturated with commoditized goods and services.