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©2010 Strategic Horizons LLP
B. Joseph B. Joseph Pine IIPine II
B. Joseph B. Joseph Pine IIPine IIStrategic Horizons LLP
www.StrategicHorizons.com
Dellwood, Minnesota
+1 (651) 653-6850
AuthenticityAuthenticity & Business& Business
AuthenticityAuthenticity & Business& Business
Sogeti Executive SummitOctober 7, 2010
Deliver
Services
Make
Goods
CommoditiesExtract
Commoditization
Stage
Experiences
Commoditization
The Progression of Economic Value
©1999 Strategic Horizons LLP
Customization
Customization
Commodities
Services
Goods
Experiences
Supply
Control
Improve
Render
Availability
Cost
Quality
Authenticity
©2007 Strategic Horizons LLP
EconomicOutput
BusinessImperative
ConsumerSensibility
Failure of Institutions
Rise of Baby Boomers
Prevalence of Postmodernism
Emergence of Experiences
Automation of Services
What’s Going On?
©2007 Strategic Horizons LLP
say you’re authentic
be authentic
say you’re authentic
• If you are authentic, you don’t have to
• If you say you’re authentic, you better
• It’s easier to be authentic, if you don’t
Three Rules to Do Business By
©2007 Strategic Horizons LLP
This above all,—to thine own self be true;
And it must follow, as the night the day,
Thou canst not then be false to any man.
-Polonius
William Shakespeare, Hamlet, Prince of Denmark, Act I, Scene 3, lines 80-82.
The Polonius Test
IS what it says it is Real-real
Fake-fake
Real-fake
Fake-realIs NOT what it
says it is
Is NOT true to itself
IS true to itself
The Real/Fake Matrix
©2007 Strategic Horizons LLP
IS what it says it is Real-real
Fake-fake
Real-fake
Fake-realIs NOT what it
says it is
Is NOT true to itself
IS true to itself
Apple
©2007 Strategic Horizons LLP
Assessment:
IS what it says it is Real-real
Fake-fake
Real-fake
Fake-realIs NOT what it
says it is
Is NOT true to itself
IS true to itself
Starbucks
©2007 Strategic Horizons LLP
Assessment:
IS what it says it is Real-real
Fake-fake
Real-fake
Fake-realIs NOT what it
says it is
Is NOT true to itself
IS true to itself
Venice
©2007 Strategic Horizons LLP
Assessment:
IS what it says it is Real-real
Fake-fake
Real-fake
Fake-realIs NOT what it
says it is
Is NOT true to itself
IS true to itself
Your Company
©2007 Strategic Horizons LLP
Assessment:
State Your Identity
Body of Values
Sense of Purpose
Effects of Heritage
Nature of Offerings
Essence of Enterprise
©2007 Strategic Horizons LLP
= Origin + History = Origin + History HeritageHeritage
©2007 Strategic Horizons LLP
Being True to Self
Identify Your Statements
Displayed Appearances
Declared Motivations
Established Places
©2007 Strategic Horizons LLP
Expressed Statements
Assigned Names
The Universe
Augmented Virtuality
Virtuality
Physical Virtuality
Warped Reality
Reality
Mirrored Virtuality
Alternate Reality
Augmented Reality
No-Matter(Bits)
No-Space(Virtual)
No-Time (Autonomous)
Matter(Atoms)
Space(Real)
Time (Actual)
©2010 Strategic Horizons LLP
The Multiverse
Deliver
Services
Make
Goods
Commodities Commoditizati
on
Stage
Experiences
Commoditization
Customization
Customization
The Progression of Economic Value
Guide
Transformations
Commoditization
Customization
©1999 Strategic Horizons LLP
©2010 Strategic Horizons LLP
B. Joseph B. Joseph Pine IIPine II
B. Joseph B. Joseph Pine IIPine IIStrategic Horizons LLP
www.StrategicHorizons.com
Dellwood, Minnesota
+1 (651) 653-6850
AuthenticityAuthenticity & Business& Business
AuthenticityAuthenticity & Business& Business
Sogeti Executive SummitOctober 7, 2010