19 October 2007

Book: “Authenticity” by Gilmore and Pine

Be the first to share

Authenticity
James Gilmore and Joe Pine, authors of the 1999 bestseller “The Experience Economy“, have now published a new book “Authenticity: What Consumers Really Want”.

Abstract

Contrived. Disingenuous. Phony. Inauthentic. Do your customers use any of these words to describe what you sell–or how you sell it? If so, welcome to the club. Inundated by fakes and sophisticated counterfeits, people increasingly see the world in terms of real or fake. They would rather buy something real from someone genuine rather than something fake from some phony. When deciding to buy, consumers judge an offering’s (and a company’s) authenticity as much as–if not more than–price, quality, and availability.

In “Authenticity,” James H. Gilmore and B. Joseph Pine II argue that to trounce rivals companies must grasp, manage, and excel at rendering authenticity. Through examples from a wide array of industries as well as government, nonprofit, education, and religious sectors, the authors show how to manage customers’ perception of authenticity by:

  • recognizing how businesses “fake it”;
  • appealing to the five different genres of authenticity;
  • charting how to be “true to self” and what you say you are; and
  • crafting and implementing business strategies for rendering authenticity.

The first to explore what authenticity really means for businesses and how companies can approach it both thoughtfully and thoroughly, this book is a must-read for any organization seeking to fulfill consumers’ intensifying demand for the real deal.

Review in Publishers weekly (copied from here)

This eye-opening but muddled volume tells companies to “remain true to self” or, at least, to appear genuine, arguing that “in a world increasingly filled with deliberately and sensationally staged experiences… consumers choose to buy or not buy based on how real they perceive an offering to be.” Everything that forms a company’s identity—from its name and practices to its product details—affects consumers’ perceptions of its authenticity. Juggling philosophical concepts, in-depth case studies and ad slogans, Gilmore and Pine (The Experience Economy) run into trouble with a chapter called “Fake, Fake, It’s All Fake,” which eviscerates the entire idea of authenticity: “Despite claims of ‘real’ and ‘authentic’ in product packaging, nothing from businesses is really authentic. Everything is artificial, manmade, fake.” The argument is unexpected and perhaps brilliant—yet rather confusing, since most of Authenticity argues that businesses should strive to not only appear authentic but to be so. The book’s bullet points, charts and matrices add to the tangle, as the authors’ early advice (“your business offerings must get real”) becomes a demand for furrowed-brow soul-searching. Still, the prose is snappy and conversational, and the book is densely packed with insights and provocations, and may inspire some executives to consider how consumers see their company. (Nov.)

- Publisher’s page | Amazon page

Download table of contents and first chapter (pdf, 170 kb, 12 pages)

Be the first to share
30 March 2015
MIT Technology Review special report on persuasive technology
The MIT Technology Review has just published a special business report on persuasive technology, i.e. how technologies from smartphones to social media are used to influence our tastes, behavior, and even habits. Free registration is …
27 March 2015
Sharp methodological critiques on current Big Data practices
Two methodological critiques on Big Data that caught our attention: In the Financial Times, economist and journalist Tim Harford points out that sampling bias and statistical errors are, if anything, magnified in Big Data research, …
24 March 2015
Ethnographic research drives IKEA’s global success
In a long Fortune Magazine article on IKEA's successful global expansion, author Beth Kowitt devotes quite a few paragraphs to the importance of qualitative, ethnographic research: "Today research is at the heart of Ikea’s expansion. “The …
24 March 2015
Presentations online of IEA energy efficiency behaviour workshop
The 11th and 12th of March, the International Energy Agency [IEA] in Paris hosted a workshop on energy efficiency and behaviour in the buildings sector. The goal of this workshop was for representatives from IEA …
18 March 2015
The considerations and limitations of feedback as a strategy for behaviour change
The considerations and limitations of feedback as a strategy for behaviour change Garrath T. Wilsona, Tracy Bhamraa & Debra Lilleya, Loughborough Design School, Loughborough, UK Published online: 12 Mar 2015 - Taylor & Francis Design for Sustainable Behaviour …
18 March 2015
The smartphone society
Just as the automobile defined the twentieth century, the smartphone is reshaping how we live and work today. Boston University sociology lecturer Nicole Aschoff explores it aLL. Half way down her leftist criticism of how the …
16 March 2015
Workshop_40/Wild energies: wind, fire and people in movement
For those in Torino: Workshop_40/Wild energies: wind, fire and people in movement Conducted by Marguerite Kahrl e Marjetica Potrč Friday, March 20 3.30 - 5.30, meeting with stakeholders Saturday, March 21 10.00 - 4.00, Participatory design in groups In …
12 March 2015
Nudging and Choice Architecture: Ethical Considerations
Nudging and Choice Architecture: Ethical Considerations by Cass R. Sunstein Yale Journal on Regulation January 17, 2015 50 pages Is nudging unethical? Is choice architecture a problem for a free society? This essay defends seven propositions: It is pointless to …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

16 March 2015
Better Health and Wellbeing: Giving the elderly in Singapore sparkling golden years

Invitation: sharing session, Singapore, 30 March 2015   What are the hopes and fears of the elderly in Singapore? How can designers offer solutions that support the elderly in managing their health and wellness? What can healthcare professionals do to help them keep active? What role can technology play in the elderly’s daily lives? Design consultants […]

1 January 2015
Happy Playful New Year
21 December 2014
Experientia’s Twitter feed live

Experientia has now its own Twitter feed. Four months of Putting People First posts and other links have already been uploaded. If you followed Experientia on Twitter through the feed of its CEO, Mark Vanderbeeken, make sure to now also follow the company (but don’t unfollow Mark, who will keep on tweeting away). And while […]

19 December 2014
Putting People First blog redesigned

Experientia’s Putting People First blog has been redesigned. It is now entirely responsive, allows for easier browsing, searching, and filtering, and features larger images on the posts. The entire history of posts remains accessible as before. We are still tweaking things and welcome any feedback.

27 November 2014
Why the world needs anthropologists – an update

Why the world needs anthropologists – Coming out of the ivory tower Location: Padua, Italy, Centro Culturale Altinate/San Gaetano Date and time: Friday, 5 December 2014, 13:00 – 18:00 Padua, Italy, 5 December 2014 – The second edition of the international symposium of applied anthropologists attempts to erase the boundary between ‘pure’ and ‘applied’ anthropology, […]

30 October 2014
The BancoSmart ATM by Experientia for UniCredit selected for ADI Design Index

Last year Experientia designed the interface of an ATM of UniCredit, a major Italian bank. The interface is now rolled out across the bank’s ATMs in Italy, to great satisfaction of the bank and the customers alike, since interaction speed is much faster and error rates went down dramatically. Last year UniCredit and Experientia also […]

See all articles