Authentic experiences
Joseph Pine – The Experience IS the Marketing
Joseph Pine – The Experience IS the Marketing

Joseph Pine

Joseph Pine, author and consultant to entrepreneurs and executives alike, helps businesses create what modern consumers really want: authentic experiences.

Joseph Pine: The Experience Economy

Joseph Pine: What consumers want

Joseph Pine

Joseph Pine’s career as a business coach began at IBM when he did something truly unorthodox: he brought business partners and customers into the development process of a new computer.

Taking from this the lesson that every customer is unique, he wrote a book called Mass Customization on businesses that serve customers’ unique needs. Later he discovered what he would coin the “Experience Economy” – consumers buying experiences rather than goods or commodities – and wrote a book of the same name.

Pine and his partner and friend Jim Gilmore have since turned their focus to authenticity, which they argue is the main criterion people use when deciding what to buy. The idea was featured in TIME’s “10 Ideas That Are Changing the World”, and also became a book. They joke that their company Strategic Horizons ought to be called Frameworks ‘R’ Us, after their speciality in helping others see business differently.

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Christian Milner Nymand
Christian Milner Nymand
+45 2338 0074
Joachim Lupnaav Johnsen
Joachim Lupnaav Johnsen
+47 926 48 336


  • Authenticity

  • Mass customization

  • Infinite possibility

  • The experience economy


  • Creating Customer Value on the Digital Frontier

    In today’s world, executives cannot ignore how digital technology reshapes the landscape. You must, therefore, take your explorations out onto the digital frontier. Here you will discover how digital technology extends each of these dimensions of value creation and explore the opportunities they afford.

  • From Reality to Virtuality and Everywhere in Between

    Digital technology extends the three fundamental dimensions of the universe: time, space, and matter. Specifically, companies can innovate new offerings by shifting from matter to no-matter by constructing offerings from digital substances rather than material substances; from space to no-space by forming offerings in virtual places rather than just in the real places of the physical world; and from time to no-time by leaving the normal sequence of actual events to enact autonomous events outside of real time.

Harvard Business Review