IN Live! with Joe Pine of Strategic Horizons: Give Customers the Experience They Want Through Mass Customization


Joe Pine is an internationally acclaimed author, speaker, and management advisor to Fortune 500 companies and entrepreneurial start-ups alike.

Simply put, as co-founder of Strategic Horizons with Jim Gilmore, Joe Pine specializes in helping people see the world of business differently. He did that first by promulgating the concept of Mass Customization in his first book, which detailed how organizations didn’t have to provide the same thing to everybody, but could give individual customers exactly what they want, at a price they’re willing to pay.

His best-selling book The Experience Economy: Work Is Theatre & Every Business a Stage was the first to articulate the potential of experiences as a distinct economic offering, and literally began the worldwide shift to experience strategy. It now has a new updated version. His latest work Infinite Possibility: Creating Customer Value on the Digital Frontier, explores how to use digital technology to stage experiences that fuse the real and the virtual, offering powerful new insights to address digital technology in customers’ experiences. Joe’s 2007 book Authenticity: What Consumers Really Want, 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. His first book Mass Customization: The New Frontier in Business Competition, 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. .

He has consulted with hundreds of companies, bringing value to tactics, strategies, and game-changing, industry-disrupting innovations. Joe’s discoveries—the new frontier, the new economy, the new consumer sensibility, and now the new ways digital technology enables us to fuse the real and the virtual—make him one of the greatest business landscape explorers of our time.

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