James Gilmore

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THE EXPERIENCE ECONOMY: Work Is Theatre & Every Business a Stage. You are what you charge for. And if you’re competing solely on the basis of price, then you’ve been commoditized, offering little or no true differentiation-and that doesn’t build loyalty or fuel growth. What would your customers really value? Better yet, for what would they pay a premium? Experiences. The curtain is about to rise, say Pine & Gilmore, on the Experience Economy, a new economic era in which every business is a stage, and all companies must design memorable events for which they charge top admission.
 

With The Experience Economy, Pine & Gilmore explore how successful companies use goods as props and services as a stage from which they create experiences to engage their customers in an inherently personal way. Why does a cup of coffee cost more at a trendy café than it does at the corner diner or when brewed at home? It’s the value that the experience holds for the individual that determines the worth of the offering and the work of the business. From online communities to airport parking, the authors draw from a rich and varied mix of examples that showcase businesses in the midst of creating personal experiences for both consumer and corporate customers.

The Experience Economy marks the debut of an insightful, highly original, and yet eminently practical approach for companies to script and stage compelling experiences. In doing so, all workers become actors, intentionally creating specific effects for their customers. And it’s the experiences they stage that create memorable and lasting impressions that ultimately transform the individual members of the audience.

Make no mistake, say Pine & Gilmore: goods and services are no longer enough. Experiences are the foundation for future economic growth, and The Experience Economy is the playbook from which managers can begin to direct their own performances.

AUTHENTICITY: What Consumers Really Want. Contrived. Disingenuous. Phony. Inauthentic. Do your customers use any of these words to describe what you sell or how you sell it? If so, welcome to the club. Inundated by fakes and sophisticated counterfeits, people increasingly see the world in terms of real or fake. They would rather buy something real from someone genuine, rather than something fake from some phony. When deciding to buy, consumers judge an offering's (and a company’s) authenticity as much as if not more than price, quality, and availability.

· Recognizing how businesses fake it
· Appealing to the five different genres of authenticity
· Charting how to be true to self and what you say you are
· Crafting and implementing business strategies for rendering authenticity

Gilmore argues that, to trounce rivals, companies must grasp, manage, and excel at rendering authenticity. Through examples from a wide array of industries, Gilmore's presentation shows how to manage customers' perception of authenticity by:
To explore what authenticity really means for businesses and how companies can approach it both thoughtfully and thoroughly, this presentation is a must for any organization seeking to fulfill consumers intensifying demand for the real deal.

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