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Joe Pine    

Expert on Experience Staging and Mass Customization

Joe Pine is an internationally acclaimed author, speaker, and management adviser to Fortune 500 companies and entrepreneurial start-ups alike. He is co-founder of Strategic Horizons LLP, a thinking studio dedicated to helping businesses conceive and design new ways of adding value to their economic offerings.

Mr. Pine and his partner James H. Gilmore wrote "The Experience Economy: Work Is Theatre & Every Business a Stage" (Harvard Business School Press, 1999). This best-selling book demonstrates how goods and services are no longer enough; what customers want today are experiences memorable events that engage each customer in an inherently personal way. Published in ten languages, the book also shows how businesses can create value by embracing theater as an operating model to stage unique experiences. Their most recent publication, an e-Doc available exclusively on entitled "The Experience IS the Marketing" (BrownHerron, 2002), demonstrates how any company can use marketing experiences to generate demand for their offerings.

Mr. Pine also wrote the award-winning "Mass Customization: The New Frontier in Business Competition" (Harvard Business School Press, 1993). It 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. The Financial Times named the book one of the seven best business books of 1993.

He and his partner followed this up by editing a collection of Harvard Business Review articles entitled "Markets of One: Creating Customer-Unique Value through Mass Customization" (Harvard Business School Press, 2000). Mr. Pine has written numerous articles for The Wall Street Journal, Chief Executive, Worldlink, Context, CIO, Strategy & Leadership, Health Forum Journal, and the IBM Systems Journal, among others. His July-August 1998 piece, "Welcome to the Experience Economy," also co-written with his partner, was his fourth for the Harvard Business Review.

Prior to beginning his writing and speaking activities, Mr. Pine held a number of technical and managerial positions with IBM. One of his many assignments was key to the effective launch of the Application System/400 computer system, for which he managed a team that brought customers and business partners directly into the development process of the system. Because of this innovative activity, customer needs were met more exactly and quality was significantly enhanced factors that contributed greatly to IBMs Rochester, Minnesota, facility winning the Malcolm Baldrige National Quality Award in 1990.

Mr. Pine is frequently quoted in such places as Forbes, The New York Times, Wired, Business 2.0, USA TODAY, Investors Business Daily, ABC News, Good Morning America, Fortune, Business Week, and Industry Week. In his speaking and teaching activities, Mr. Pine has addressed the World Economic Forum and is a visiting professor at the University of Amsterdam, a recurring guest lecturer at the MIT Sloan School of Management, and he and his partner were the Dean Helen LeBaron Hilton Endowed Co-Chairs with the College of Family and Consumer Sciences at Iowa State University for 2002-3. Mr. Pine has also taught at Penn State, the University of Michigan, UCLAs Anderson Graduate School of Management, Duke Corporate Education, the University of Minnesota Carlson School of Management, and the Harvard Design School. He also serves on the editorial boards of Strategy & Leadership and Context and is a Senior Fellow with both the Design Futures Council and the European Centre for the Experience Economy, which he co-founded.

Speech Topics

Get Real: The Authenticity Imperative

An unblushing look at the failure of traditional marketing and what will replace it. Joe will share real-world examples, unveil our insightful Location Hierarchy Model, and make the case for the emergence of a new executive – the Chief eXperience Officer (CXO).

Infinite Possibility: Creating Customer Value Through Digital Technology

The explosion of digital technology in the lives of consumers requires a new way of thinking about how to use that technology to create economic value. To remain relevant, companies must incorporate technology to create innovative new offerings and super-charge their marketing efforts experiences. In this mind-expanding session, Joe Pine provides a new way of thinking to help explore the infinite possibility for creating customer value on the digital frontier.

Mass Customizatio

The most innovative companies are rapidly embracing a new paradigm of management Mass customization that allows them the freedom to create greater individuality in their offerings at desirable prices. Based on Joe Pines pioneering book, Mass Customization: The New Frontier in Business Competition.

Understanding Customer Sacrifice

Understanding the gap between what customers settle for and what they want exactly. A model for rethinking the traditional metric of customer satisfaction and discovering hidden opportunities for innovation and differentiation. An expanded discussion based on the article first appearing in Context Magazine entitled Customer Satisfaction is No Longer Enough.

Going Beyond the Experience

Once an emerging phenomenon, the Experience Economy is now fully here with increased competitive intensity and even some commoditization amongst experience stagers. The next step? Using customized experiences to guide individual change via transformations.

Work Is Theatre

A new model for staging business performance using the principles of theatre to fundamentally change how and why work is performed in the Experience Economy. Particularly valuable for molding company culture and attitudes in the workplace.

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Welcome to the Experience Economy

A look at the competitive landscape through a new lens going beyond goods and services to stage truly memorable experiences. An overview of the principles and frameworks needed to stage compelling experiences, with relevant, up-to-date exemplars that illuminate the ideas. Based on the book The Experience Economy: Work Is Theatre & Every Business a Stage.

The Experience IS the Marketing

An unblushing look at the failure of traditional marketing and what will replace it. Pine & Gilmore share real-world examples, unveil their insightful Location Hierarchy Model, and make the case for the emergence of a new executive the Chief Xperience Officer (CXO). Based on the new Pine & Gilmore e-Doc The Experience Is the Marketing.

Authenticity in Business

A sneak peak at Pine & Gilmores next book -- in progress as you read. In a world of paid-for experiences, consumers increasingly question what is real and what is not. As a result, authenticity is becoming the new consumer sensibility, determining what offerings consumers buy and who they buy those offerings from.


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