Ideas worth spreading

What consumers want

1,369,405 views |

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.

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.

This talk was presented at an official TED conference. TED's editors chose to feature it for you.

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

About the speaker

Joseph Pine

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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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This talk was presented at an official TED conference. TED's editors chose to feature it for you.

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