Joseph Pine 34-minute interview with Joe Pine, co-author of Authenticity: What Consumers Really Want (Harvard Business School Press, 2007). Pine and James Gilmore wrote the best-selling book The Experience Economy in 1999. In this follow-up, they discuss the hunger for authenticity that’s currently driving consumers, how to assess your business on the real/fake scale, and how to encourage employees to offer authentic experiences. In this interview, Pine discusses how cultural trends have impacted the desire for authenticity and offers some ideas for businesses and nonprofits to address their own authenticity issues.

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