Joseph Pine

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Mass Customization & The Experience Economy Expert

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1 Video(s) By This Presenter

Joseph Pine

7 Programs By This Presenter

Goods and services are everywhere being commoditized. What consumers want today are experiences — memorable events that engage each individual in an inherently personal way. Businesses must therefore embrace the principles of the Experience Economy to stage ever-more engaging experiences. We take you through those principles that matter the most for your business and show you how to create greater economic value for your customers. Based on the ground-breaking book The Experience Economy: Work Is Theatre & Every Business a Stage.

In today’s Experience Economy, companies must innovate in experiences to attract and engage their customers. And with everyone now bringing their own digital devices everywhere and using them all the time, it is imperative to employ digital technology to create experiences that fuse the real and the virtual. Drawing from the framework core to his most recent book Infinite Possibility, Joe Pine shows you how to think richly about digitally infused experiences and then how to determine exactly the right opportunities for your business amid, yes, infinite possibility.

Because of the shift into today’s Experience Economy, you now compete against the world for the time, attention, and money of individual customers. Therefore, you must adopt the principle that the experience IS the marketing. The best way to generate demand for any offering, in other words, is to stage an experience so engaging that people cannot help but spend their time with you, give you their attention, and then their money as well. Through myriad examples and even astute formulas, we show how your company (whether you sell to consumers or businesses) should shift your marketing budget from advertising to marketing experiences — experiences that do the job of marketing by generating demand for your core offerings. Based on the Pine & Gilmore e-Doc “The Experience Is the Marketing.”

Everywhere one turns—in business marketing, political campaigns, non-profit charities, educational initiatives, even religious institutions—one sees appeals to and claims of authenticity. People want real food, real cities, real experiences, and real causes. Why? In this talk, we trace the history behind this contemporary consumer desire for authenticity, frame a discussion about different genres of authenticity, distinguish the “real-fake” from the “fake-real,” and surprisingly introduce steps for deliberately gaining the perception of authenticity by, ahem, rendering offerings real. Really? Really. Pulled directly from Pine & Gilmore’s book Authenticity: What Consumers Really Want.

If you do not plan on thriving forever, you plan on failing eventually. We can lay the blame of the failure of almost any company at the feet of its management which, still stuck in the past, managed authoritatively via command and control. Based on a forthcoming book with Kim C. Korn (his Infinite Possibility co-author), Joe Pine demonstrates why Authoritative Management inevitably leads to mediocrity and eventual failure, and then shows how companies that embrace Regenerative Management — with its hallmark of meaningful purpose — can indeed thrive forever.

The days of Mass Production are over. Customers — whether consumers or businesses — will no longer put up with sacrificing their individual wants and needs to in order buy what you have already produced. Therefore, you must shift to the system of Mass Customization in order to give them exactly what they want at a price they are willing to pay. Grounded in his award-winning 1993 book of the same name but built on all he has learned over the past two decades, Joe Pine provides insightful frameworks and practical ways companies can meet today’s co-equal imperative for both low costs and individual customization. Based on Joe’s pioneering book, Mass Customization: The New Frontier in Business Competition.

Joe Pine gives new meaning to the term customer centricity, going so far as to say that markets as we currently think of them simply do not exist. Markets never buy anything, only individual customers do. So how do you determine what your customers actually desire, and therefore the dimensions along which you should customize your offerings? By understanding customer sacrifice: the gap between what your customers really truly want and need — even if they do not know what it is, or cannot articulate it — and what they have to settle for today. By systematically closing that customer sacrifice gap by mass customizing your offerings, you can in fact cultivate a learning relationship with each individual customer that grows and deepens over time, and thereby lock them in.


“Joe was FANTASTIC…. by far the favorite of the week. My boss was thoroughly impressed!!! I appreciate all of your help and I hope to work with you again.”

— Sterling Autobody Centers

“He was very well received. It was clear that the discussions we had in advance gave him the material to tailor the discussion. It went over extremely well.”

— ZS Associates

“We’ve had excellent feedback from Joe’s presentation, interactions on the panel and after lunch to discuss some insights he collected from member of the audience. Participants commented that Joe’s presentation was really eye-opening and made them think from a new angle on how to approach Cx in their organizations.”

— Genesys
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