©2008 Strategic Horizons LLP
B. Joseph Pine II
B. Joseph Pine IIStrategic Horizons LLP
www.StrategicHorizons.com
Dellwood, Minnesota
+1 (651) 653-6850
Euro Attractions ShowEuro Attractions ShowSeptember 30, 2008
Euro Attractions ShowEuro Attractions ShowSeptember 30, 2008
Authenticity & Authenticity & AttractionsAttractions
Authenticity & Authenticity & AttractionsAttractions
Deliver
Services
Make
Goods
Commodities
Extract
Commoditization
Stage
Experiences
Commoditization
The Progression of Economic Value
©1999 Strategic Horizons LLP
Customization
Customization
Commodities
Services
Goods
Experiences
EconomicOutput
BusinessImperative
ConsumerSensibility
©2007 Strategic Horizons LLP
• If you are authentic,
• If you say you’re authentic,
• It’s easier to be authentic,
Three Rules to Do Business By
©2007 Strategic Horizons LLP
I__________
R__________
E__________
O_______
N______
Genres of Authenticity
©2007 Strategic Horizons LLP
Not of M___Not of M___
Not of M_______Not of M_______
Not of M_____Not of M_____
Negatively Defining Authenticity
©2007 Strategic Horizons LLP
VenuesVenues
RidesRides
EncountersEncounters
Authenticity & Attractions
©2008 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
©2007 Strategic Horizons LLP
The Real/Fake Matrix
IS what it says it is
Is NOT what it
says it is
Is NOT true to itself
IS true to itself
©2008 Strategic Horizons LLP
Attractions & The Real/Fake Matrix
IS what it says it is
Is NOT what it
says it is
Is NOT true to itself
IS true to itself
State Your Identity
Body of ______
Sense of _______
Effects of ________
Nature of _________
Essence of ________
©2007 Strategic Horizons LLP
Identify Your Statements
Displayed ___________
Declared ___________
Established ______
Expressed __________
Assigned _____
©2007 Strategic Horizons LLP
Being True to Self
Heritage =Heritage =
©2007 Strategic Horizons LLP
Being What It Says It Is
Place =Place =
©2007 Strategic Horizons LLP