Joseph Pine on what consumers want
In this video , Joseph talked about the essence of what people really need.
According to his words, first, we moved from an agrarian economy to an industrial economy. And in the process, goods are being commoditized. Then we moved from an industrial economy to an individual person, but over the past 10 to 20 years, what's happened is that services are being commoditized as well.
In addition to that, he also said it's about time we moved to a new level of economic value. That is an experience economy. What if people could get what they exactly need at this moment in time? That's would be a greatest memory.
Now I'll talk about Starbucks. Actually, I used to work for Starbucks Japan as a part-time worker. In that time, I was told to provide customers with not just coffee itself but 'experience'. That experience includes all the moment from entering the store to until going out. So partners are always required to be professional. Then this authentic experience we provide would make the price of one cup of coffee from two or three cents to two dollars.
Authenticity is becoming the new consumer sensibility. We might had better trust more our intuition and instinct.
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