B. JOSEPH PINE II is an internationally acclaimed author, speaker, and management advisor to Fortune 500 companies and entrepreneurial start-ups alike. He is cofounder of Strategic Horizons LLP, a thinking studio dedicated to helping businesses conceive and design new ways of adding value to their economic offerings.
In 2019 Mr. Pine and his partner James H. Gilmore re-released in hardcover The Experience Economy: Competing for Customer Time, Attention, and Money featuring an all-new Preview to their best-selling 1999 book The Experience Economy: Work Is Theatre & Every Business a Stage. The book demonstrates how goods and services are no longer enough; what companies must offer today are experiences – memorable events that engage each customer in an inherently personal way. It further shows that in today’s Experience Economy companies now compete against the world for the time, attention, and money of individual customers. The Experience Economy has been published in fifteen languages and was named one of the 100 best business books of all time by 800ceoread (now Porchlight).
In 2011 Mr. Pine also co-wrote with Mr. Kim C. Korn Infinite Possibility: Creating Customer Value on the Digital Frontier, which describes how to use digital technology to stage experiences that fuse the real and the virtual. At its core is a new framework called the Multiverse that builds on the fundamental nature of the created universe – time, space, and matter – by showing how digital technology flips each of these dimensions on their head to create new worlds, first in our imagination and then in our experience.
In 2007 Mr. Pine wrote Authenticity: What Consumers Really Want with Mr. Gilmore, which recognizes that in a world of increasingly paid-for experiences, people no longer accept the fake from the phony, but want the real from the genuine. Amazon.com named it one of the top ten business books of 2007 while a cover story in TIME magazine cited it as one of “10 ideas that are changing the world”.
His first book was the award-winning Mass Customization: The New Frontier in Business Competition, which details the shift companies are making from mass producing standardized offerings to mass customizing goods and services that efficiently fulfill the wants and needs of individual customers. The Financial Times chose it as one the seven best business books of 1993. Mr. Pine consults with numerous companies around the world, helping them embrace the ideas and frameworks he writes about, develop concepts for creating more economic value, and see those concepts become reality. In his speaking and teaching activities, Mr. Pine has addressed the World Economic Forum, the original TED conference, and the Consumer Electronics Show. He has been a Visiting Scholar with the MIT Design Lab and a Visiting Professor at the University of Amsterdam. He has also taught at Penn State, Duke Corporate Education, the University of Minnesota, and UCLA’s Anderson Graduate School of Management, and today is a Lecturer in Columbia University’s Master’s Program in Technology Management in the School of Professional Studies. He serves on the editorial boards of Strategy & Leadership and Strategic Direction, and is a Senior Fellow with both the Design Futures Council and the European Centre for the Experience Economy, which he co-founded.
Prior to cofounding Strategic Horizons Mr. Pine held a number of technical and managerial positions with IBM. He is a prolific writer, including articles for the Harvard Business Review, The Wall Street Journal, Chief Executive, Worldlink, CIO, Strategy & Leadership, and the IBM Systems Journal, among many others. He is frequently quoted in such places as Forbes, The New York Times, Wired, USA TODAY, Investor’s Business Daily, ABC News, Good Morning America, Fortune,
Bloomberg BusinessWeek, and Industry Week.
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. Joe Pine takes you through those principles that matter the most for your
enterprise and shows you how to create greater economic value for your customers. Based on his best-selling book The Experience Economy, cited by Psychology Today as “the most compelling expression of consumer culture in the 21st century.”
People are social beings and will always crave experiences where they are with and around fellow human beings. The coronacrisis doesn’t mean consumers don’t prefer experiences over goods
and services – it actually makes us desire them all the more, because we realize that we don’t need more stuff. It is the experience we have in our lives with our family, our friends, our community that gives life meaning — and now is the time for businesses to stage such meaningful experiences. In this uplifting and insightful presentation, Joe Pine encourages businesses in three critical ways: refresh your places for this new world where we must make our
customers and our employees safe – and show that we are doing so. Then redesign your offerings to stage engaging and memorable experiences that are robust, cohesive, personal, dramatic, and even transformative. And finally renew your capabilities, in particular to be as remarkable digitally as you are physically.
Time, attention, and money are the three currencies of today’s Experience Economy. But time is limited. If another company stages an experience that gets customers to spend time with it, what
results? Less time spent with your business. Similarly, attention is scarce. Today’s media- fragmented world makes it difficult to capture customers’ attention with normal advertising or other marketing campaigns. But when another company creates an engaging experience that does garner attention – whether online or off – what else happens? Less attention directed toward your business. And finally, money is consumable, meaning if a customer spends a dollar on another economic offering from some other company, then what can’t that customer do with that dollar? Spend it on your business. In today’s competition for time, attention, and money, only those business that stage engaging and memorable experiences will succeed, and here Joe Pine shows you how.
Most businesses have for far too long neglected the most precious resource on the planet: the time of individual human beings. Executives now need to embrace customer-centricity, focus externally, and compete for customers’ time. For if you think about it, customers’ time is
incredibly scarce – we all have only a limited time on this earth to experience all we’d like to experience, and only 24 hours a day, seven days a week to do so. And once its gone, it can’t be recovered. What does anyone do with a precious resource? You conserve it as much as possible, and then you use it wisely. That is what you must now do with your customers’ time. As Joe Pine makes clear, you must eliminate activities that waste customers time (time wasted); save their time when they desire it (time well saved); offer experiences that they value (time well spent); and help customers invest their time in offerings that pay dividends into the future (time well invested).
All speech topics can be delivered virtually with any timing and format adjustments as directed by clients. Mr. Pine can employ his own Zoom account and webcast technology for speeches, or
alternate technical arrangements can be made including professional studio services that can be accessed in Minneapolis.
There are no markets, only customers! Markets, as commonly conceived of in business, simply do not exist. They are a convenient fiction for companies that do not want to treat customers as the
individuals they truly are. Simply put, all customers, whether consumers or businesses, are unique; undeniably, unremittingly, unalterably unique. We must therefore stop marketing and
start customering. Joe Pine makes all this abundantly clear and then provides clear prescriptions for how companies can reject old marketing practices and embrace new customering practices
that will yield renewed capabilities, new growth, and higher profitability.
In the two decades since Pine & Gilmore wrote The Experience Economy, executives and managers in enterprises of all stripes – for-profit businesses, nonprofit charities, tourism bureaus, ad agencies, healthcare systems, colleges and universities and on the list goes – have embraced experiences as a distinct economic offering and the means of differentiation in an increasingly commoditized world. But how do you change from being a goods manufacturer or service provider into becoming a premier experience stager? Joe Pine recommends that companies give this huge task to Chief Experience Officers (CXOs), but regardless of the
organizational means, you must lead it in five distinct ways: as Catalyst, Designer, Orchestrator, Champion, and – perhaps most importantly – as Guide. Without performing these roles, you risk
falling short of the transformation required and end up being commoditized.
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, whether you sell to consumers or other businesses, as Joe Pine demonstrates you must understand that the experience is everything in your enterprise: the experience by which you design your offerings and how you
package or represent them; the experience by which you entice new customers and keep current ones; the experience that your offerings enable within those customers; and the experience you create for your own employees that gives them the wherewithal to stage engaging, robust, and dramatic experiences for your customers.
In today’s Experience Economy, companies must innovate in experiences to entice and engage their customers. And with the unrelenting rise of digital technology it is imperative to create experiences that fuse the real and the virtual. Drawing from the framework core to his 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 enterprise amid, yes, infinite possibility.
As digital technology continues its relentless advance into every part of our lives, we’ve seen the emergence of smart devices, smart clothing, smart homes, smart cars, and countless other
offerings that earn the appellation of “smart”. But simplifying tasks, responding to requests, and using data from only one device to benefit your customers will soon no longer cut it. You must therefore go beyond smart to find your role in one or more genius platforms. Such platforms create an ecosystem across companies, devices, and capabilities that work together on behalf of individual customers, supporting them in home, at work, and across their lives. As Joe Pine explains, the race for intelligence in offerings is on, and being merely smart just won’t cut it. Are you ready to become an budding genius?
As life has become a paid-for experience, people increasingly question what is real and what is not. More and more, they do not want the fake from some phony; they want the real from the genuine. Authenticity is therefore becoming the new consumer sensibility – the primary buying criterion by which people choose who to buy from and what to buy. Joe Pine not only explains why this is so but what companies must do to render their offerings and places – and by extension their very businesses – authentic to current and potential customers.
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, manages for optimization via some form of command and control, no matter how well disguised.
Joe Pine demonstrates why traditional management inevitably leads to mediocrity and eventual failure, and then shows how companies that embrace Regenerative Management – with its intent to vitalize and hallmarks of meaningful purpose and knowledge orchestration – 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 25 years, Joe Pine provides insightful frameworks and practical ways companies can meet today’s co-equal imperative for both low costs and individual customization.
It is not only consumer-based enterprises that must change to meet the requirements of today’s Experience Economy. Manufacturers, distributors, logistics providers, and any company selling to other businesses must also avoid the commoditization trap by seeking ways of creating greater
economic value. Weaving together the implications for B2B companies from all of his books, Joe Pine lays out the core imperatives that B2B companies must follow in order to better meet the
needs of their business customers, always closing by showing how companies can create no greater economic value than by helping their business customers achieve their aspirations. For whatever industry you are in, your customers do not want your offerings; they are but a means to an end. Sell the end, rather than the means, and reap the rewards.
“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.”
“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.”
“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.”