Authenticity: What Consumers Really Want
| Author | : | |
| Rating | : | 4.43 (788 Votes) |
| Asin | : | 1591391458 |
| Format Type | : | paperback |
| Number of Pages | : | 320 Pages |
| Publish Date | : | 2014-08-08 |
| Language | : | English |
DESCRIPTION:
Do your customers use any of these words to describe what you sell—or how you sell it? If so, welcome to the club. Gilmore and B. Through examples from a wide array of industries as well as government, nonprofit, education, and religious sectors, the authors show how to manage customers' perception of authenticity by: 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; and crafting and implementing business strategies for rendering authenticity. Phony. Joseph Pine II argue that to trounce rivals companies must grasp, manage, and excel at rendering authenticity. Inauthentic. Contrived. The first to explore what authenticity really means for businesses and how companies can approach it both thoughtfully and thoroughly, this book is a must-read for any organization seeking to fulfill consumers' intensifying demand for the real deal.. 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. Inundated by fakes and sophisticated counterfeits, people increasingly see the world in terms of real or fake. Disingenuous. In Authenticity, James H. They would rather buy something real from someone genuine rather than something fake from some phony
. (Nov.)Copyright © Reed Business Information, a division of Reed Elsevier Inc. From Publishers Weekly This eye-opening but muddled volume tells companies to remain true to self or, at least, to appear genuine, arguing that in a world increasingly filled with deliberately and sensationally staged experiences consumers choose to buy or not buy based on how real they perceive an offering to be. Everything is artificial, manmade, fake. All rights reserved. The argument is unexpected and perhaps brilliant—yet rather confusing, since most of Authenticity argues that businesses should strive to not only appear authentic but to be so. The book's bullet points, charts and matrices add to the tangle, as the authors' early advice (your business offerings must get real) becomes a demand for furrowed-brow soul-searching. Still, the prose is snappy and conversational, and the book is densely packed with insights and provocations, and may inspire som
Authenticity: What consumers really want According to this book, today consumers want authentic experiences in memorable events that engage them in an inherently personal way such as being real, original, genuine, sincere, and deliberately and sensationally staged experiences. I really liked the ideas of authentic experiences in this book.. An Even Deeper Dive into the Experience Economy Having read and marked up their first book multiple times, what I've come to appreciate is the depth of thinking by Pine and Gilmore. Their view takes time to absorb and apply and is much richer than the typical business text. This one's a far cry from books like "Who Moved My Cheese?"Written much like a textbook, "Authenticity" is full of insights and pearls that will take us a long time to unpack. The journey picks up right w. Kim C. Korn said Create Authentic Value. This truly is a tour de force that deserves the potent descriptors of "groundbreaking" and "defining a management discipline."This may be a challenging read, not due to the writing per se, but because of the newness and depth of the subject. Gilmore and Pine's take on authenticity is novel enough that the reader may not have the mental hooks in their management theory framework to immediately hang the new ideas. But this is exa
James Gilmore and Joseph Pine are co-founders of Strategic Horizons LLP, a 'thinking studio' that combines the best of consulting firms, think tanks, and acting workshops to help companies design all-new say of adding value to their economic offerings. Together they authored the bestseller, The Experience Economy, and edited Marketing of One and Pine himself wrote Mass Customization.