Business

What do consumers want? Joseph Pine on TED.com

Customers want to feel what they buy is authentic, but Mass Customization author Joseph Pine says selling authenticity is tough because, well, there’s no such thing. He talks about a few experiences that may be artificial but make millions anyway. (Recorded in February 2004, in Monterey, California. Duration: 14:19.)

Watch Joseph Pine’s talk on TED.com, where you can download this TEDTalk, rate it, comment on it and find other talks and performances from our archive of 350+ TEDTalks — including more talks about business.

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