Mitex Pine

transcript

B. Joseph Pine IIStrategic Horizons LLP

13 High Point Road

Dellwood, MN 55110 USA

+1 (651) 653-6850

bjp2@aol.com

www.StrategicHorizons.com

13 High Point Road

+1 (651) 653-6850

bjp2@aol.com

Retailing & the Experience Economy

CBW-MITEXOctober 12, 2009

DeliverDeliver

ServicesServices

MakeMake

GoodsGoods

CommoditiesCommodities

ExtractExtract

The Progression of Economic ValueThe Progression of Economic Value

Commoditization

StageStage

ExperiencesExperiences

Commoditization

MakeMake

StageStage

ServicesServices

GoodsGoods

ExtractExtract

DeliverDeliver

Commoditization

Commodities

Experiences

Services

The Coffee ProgressionThe Coffee Progression

Competing Against the WorldCompeting Against the WorldCompeting Against the WorldCompeting Against the World

TimeTime

AttentionAttention

MoneyMoney

: Limited: Limited

: Scarce: Scarce

: Consumable: Consumable

The ExperienceThe ExperienceISIS

the Marketingthe Marketing

The ExperienceThe ExperienceISIS

the Marketingthe Marketing

Give workers roles to play Characterize those roles

• Names• Scripts• Costumes• Body language• Props

Act with intention Enact dramatic structure

Give workers roles to play Characterize those roles

• Names• Scripts• Costumes• Body language• Props

Act with intention Enact dramatic structure

Principles of Acting

AuthenticityAuthenticity

ServicesServices

GoodsGoods

EconomicEconomicOutputOutput

BusinessBusinessImperativeImperative

SupplySupply

ConsumerConsumerSensibilitySensibility

ControlControl

ImprovImprovee

RendeRenderr

AvailabilitAvailabilityy

CostCost

QualityQuality

AuthenticAuthenticityity

Economic ChangesEconomic ChangesEconomic ChangesEconomic Changes

AuthenticityAuthenticity

InauthenticityInauthenticity

say you’re authenticsay you’re authentic

be authenticbe authentic

say you’re authenticsay you’re authentic

• If you are authentic, you don’t If you are authentic, you don’t have tohave to

• If you say you’re authentic, you If you say you’re authentic, you betterbetter

• It’s easier to be authentic, if you It’s easier to be authentic, if you don’tdon’t

Three Rules to Do Business ByThree Rules to Do Business ByThree Rules to Do Business ByThree Rules to Do Business By

This above all,—to thine own self This above all,—to thine own self be true;be true;And it must follow, as the night the And it must follow, as the night the day,day,Thou canst not then be false to any Thou canst not then be false to any man.man.

--PoloniusPolonius

William Shakespeare, Hamlet, Prince of Denmark, Act I, Scene 3, lines 80-82.William Shakespeare, Hamlet, Prince of Denmark, Act I, Scene 3, lines 80-82.

The Polonius TestThe Polonius TestThe Polonius TestThe Polonius Test

IS what it IS what it says it issays it is

Real-realReal-real

Fake-fakeFake-fake

Real-fakeReal-fake

Fake-realFake-realIs NOT Is NOT what it what it

says it issays it is

Is NOT Is NOT true to true to itselfitself

IS true IS true to itselfto itself

Rendering AuthenticityRendering AuthenticityRendering AuthenticityRendering Authenticity

= Origin + History = Origin + History HeritageHeritage

Being True to Self

= Venue + Event = Venue + Event PlacePlace

Being What It Says It Is

DeliverDeliver

ServicesServices

MakeMake

GoodsGoods

ExtractExtract

Commoditization

StageStage

Commoditization

13 High Point Road

+1 (651) 653-6850

bjp2@aol.com

13 High Point Road

+1 (651) 653-6850

bjp2@aol.com

Retailing & the Experience Economy

mitexOctober 12, 2009