ABOUT THE SPEAKER
Joseph Pine - Writer
A writer and veteran consultant to entrepreneurs and executives alike, Joseph Pine's books and workshops help businesses create what modern consumers really want: authentic experiences.

Why you should listen

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 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 specialty in helping others see business differently.

More profile about the speaker
Joseph Pine | Speaker | TED.com
TED2004

Joseph Pine: What consumers want

约瑟夫派恩讲解消费者的欲望

Filmed:
1,171,407 views

消费者想感觉到他们所购买的是真实,但是“大规模个性化”作者约瑟夫派恩讲到销售真实性的困难,因为,真实本身就不存在。他讲到了几个也许是人造的体验,但是仍然成就了亿万富翁。
- Writer
A writer and veteran consultant to entrepreneurs and executives alike, Joseph Pine's books and workshops help businesses create what modern consumers really want: authentic experiences. Full bio

Double-click the English transcript below to play the video.

00:12
I'm going to talk about a very fundamental基本的 change更改 that is going on
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我今天将要来谈谈在这个现代经济社会
00:15
in the very fabric of the modern现代 economy经济.
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发生的十分根本的变化。
00:18
And to talk about that, I'm going to go back to the beginning开始,
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要谈论哲学, 我就要从开始谈起,
00:21
because in the beginning开始 were commodities商品.
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因为这一切都是从产品开始的
00:25
Commodities商品 are things that you grow增长 in the ground地面, raise提高 on the ground地面 or pull out of the ground地面:
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产品就是你从地里种出来的,从地里种出来或长出来:
00:28
basically基本上, animal动物, mineral矿物, vegetable蔬菜.
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基本上,动物,矿物,植物。
00:30
And then you extract提取 them out of the ground地面,
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然后把它们从地里提取出来,
00:32
and sell them on the open打开 marketplace市井.
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再将他们从自由市场中售出。
00:34
Commodities商品 were the basis基础 of the agrarian农业 economy经济
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产品是上千年农业经济
00:36
that lasted历时 for millennia千年.
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的基础。
00:39
But then along沿 came来了 the industrial产业 revolution革命,
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然后接下来有了工业革命,
00:42
and then goods产品 became成为 the predominant优越的 economic经济 offering,
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然后货物就占了主导经济的主要提供品,
00:45
where we used commodities商品 as a raw生的 material材料
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那就是将原产品当作原材料
00:48
to be able能够 to make or manufacture制造 goods产品.
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用以加工和制作成商品。
00:51
So, we moved移动 from an agrarian农业 economy经济 to an industrial产业 economy经济.
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所以,我们就从农业经济转到了工业经济。
00:54
Well, what then happened发生 over the last 50 or 60 years年份,
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那么,在上50-60年又发生了什么,
00:57
is that goods产品 have become成为 commoditized商品化.
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那就是货物又商品化了。
00:59
Commoditized商品化: where they're treated治疗 like a commodity商品,
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商品化:那就是货物变的和原始商品一样,
01:02
where people don't care关心 who makes品牌 them.
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人们不用考虑谁制造商品。
01:04
They just care关心 about three things and three things only:
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他们只考虑到了3件事,只有3件事:
01:06
price价钱, price价钱 and price价钱.
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价格,价格和价格。
01:09
Now, there's an antidote解药 to commoditization商品化,
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现在,商品化还有一个解毒剂,
01:12
and that is customization定制.
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那就是个性化。
01:14
My first book was called "Mass Customization定制" --
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我的第一本书叫做“大规模个性化” --
01:16
it came来了 up a couple一对 of times yesterday昨天 --
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昨天大家多次提到这个问题
01:18
and how I discovered发现 this progression级数 of economic经济 value
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而我发现这个经济价值的过程
01:20
was realizing实现 that customizing定制 a good
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是认识到货物的个性化过程
01:22
automatically自动 turned转身 it into a service服务,
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自动地将货物转换为一种服务,
01:24
because it was doneDONE just for a particular特定 person,
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因为他就为一些特定的人而做,
01:26
because it wasn't inventoried盘点,
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就因为它不用库存
01:28
it was delivered交付 on demand需求 to that individual个人 person.
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他是为个人的要求而定做的。
01:31
So, we moved移动 from an industrial产业 economy经济 to a service-based服务型 economy经济.
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所以我们从工业经济转到独立的个人。
01:35
But over the past过去 10 or 20 years年份, what's happened发生 is that
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但是就在上10到20年,所发生的是
01:37
services服务 are being存在 commoditized商品化 as well.
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服务业也被商品化了。
01:40
Long-distance远距离 telephone电话 service服务 sold出售 on price价钱, price价钱, price价钱;
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远距离电话服务就在于价格,价格,价格;
01:42
fast-food快餐 restaurants餐馆 with all their value pricing价钱;
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快餐店提供了合理的价格
01:45
and even the Internet互联网 is commoditizing商品化 not just goods产品,
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不仅仅是货物,就连互联网也被大众化了,
01:47
but services服务 as well.
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连服务也大众化了
01:52
What that means手段 is that it's time
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那意味着
01:54
to move移动 to a new level水平 of economic经济 value.
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转战到一个新的经济价值的时候到了
01:57
Time to go beyond the goods产品 and the services服务,
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超越货物及其服务的时候到了
01:59
and use, in that same相同 heuristic启发式, what happens发生 when you customize定制 a service服务?
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然后运用,套用同样的逻辑,当你个性化服务时又会发生什么?
02:02
What happens发生 when you design设计 a service服务 that is so appropriate适当 for a particular特定 person --
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当你为某个人去设计一个特别合适那个人需要的服务时
02:06
that's exactly究竟 what they need at this moment时刻 in time?
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提供了他们正需要的东西是,是怎样的一个情形?
02:08
Then you can't help but make them go "wow";
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那么你就不会不让他们大声惊叹
02:10
you can't help but turn it into a memorable难忘 event事件 --
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你会不自觉的把它变成一个值得纪念的事情
02:12
you can't help but turn it into an experience经验.
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你会不自觉的把它变成了一种体验。
02:16
So we're shifting to an experience经验 economy经济,
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所以我们又来到了体验经济,
02:18
where experiences经验 are becoming变得 the predominant优越的 economic经济 offering.
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体验就为了主要的卖点
02:22
Now most places地方 that I talk to,
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在我大多数演讲的地方,
02:24
when I talk about experience经验, I talk about Disney迪士尼 --
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当我在讲解体验的时候,我谈到迪士尼 --
02:26
the world's世界 premier总理 experience-stager经验,经验丰富的人.
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世界最初体验舞台。
02:28
I talk about theme主题 restaurants餐馆, and experiential体验 retail零售,
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我谈谈主题餐馆,一个体验性的零售机构,
02:30
and boutique精品 hotels酒店, and Las拉斯维加斯 Vegas拉斯维加斯 --
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精品旅馆,和拉斯维加斯 --
02:33
the experience经验 capital首都 of the world世界.
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世界体验的首都。
02:36
But here, when you think about experiences经验,
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但是这里,当你在想体验的时候,
02:38
think about Thomas托马斯 Dolby杜比 and his group, playing播放 music音乐.
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想想托马斯都比和他的团队,在演奏音乐。
02:41
Think about meaningful富有意义的 places地方.
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想想有意义的地方。
02:43
Think about drinking wine红酒,
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想想品尝红酒,
02:46
about a journey旅程 to the Clock时钟 of the Long Now.
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想想一次去永久时钟的旅行。
02:49
Those are all experiences经验. Think about TEDTED itself本身.
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那些都是体验。想想TED本身。
02:53
The experience经验 capital首都 in the world世界 of conferences会议.
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会议世界的体验中心。
02:57
All of these are experiences经验.
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这些都是体验。
02:59
Now, over the last several一些 years年份 I spent花费 a lot of time in Europe欧洲,
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现在,在过去几年里,我在欧洲待了不少时间,
03:01
and particularly尤其 in the Netherlands荷兰,
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特别是在荷兰,
03:03
and whenever每当 I talk about the experience经验 economy经济 there,
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一旦当我在那谈到体验经济的时候,
03:05
I'm always greeted欢迎 at the end结束 with one particular特定 question,
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我总会被问到一个特定的问题,
03:08
almost几乎 invariably不变地.
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几乎是不变的。
03:10
And the question isn't really so much a question
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而且是一个称不上是什么问题的问题
03:13
as an accusation指控.
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几乎就像指控一般。
03:15
And the Dutch荷兰人, when they usually平时 put it,
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而且那些荷兰人,当他们提起来这个问题的时候,
03:17
it always starts启动 with the same相同 two words.
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一般都用五个字来开头。
03:19
You know the words I mean?
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你知道我指的是那五个吗?
03:21
You Americans美国人.
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你们美国佬。
03:24
They say, you Americans美国人.
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他们说到,你们美国佬。
03:26
You like your fantasy幻想 environments环境,
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你们喜欢你们幻想的环境,
03:28
your fake, your Disneyland迪斯尼乐园 experiences经验.
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你们造假,你们的迪士尼乐园体验,
03:31
They say, we Dutch荷兰人, we like real真实,
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他们说到,我们荷兰人,我们喜欢真实,
03:33
natural自然, authentic真实 experiences经验.
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自然的,真实的体验。
03:37
So much has that happened发生 that I've developed发达 a fairly相当 praticedpraticed response响应,
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在这个问题发生了那么多次后,我就开发了一个相当实用的回答,
03:41
which哪一个 is: I point out that first of all,
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那就是:我要先指出,
03:43
you have to understand理解 that there is no such这样 thing
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你要了解到,根本就没有
03:45
as an inauthentic不真实 experience经验.
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什么不真实的体验。
03:48
Why? Because the experience经验 happens发生 inside of us.
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为什么?因为体验是来自于我们自身。
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It's our reaction反应 to the events事件 that are staged上演 in front面前 of us.
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是对被放置我们面前东西的一种反应。
03:54
So, as long as we are in any sense authentic真实 human人的 beings众生,
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所以,只要我们真实的人类,
03:56
then every一切 experience经验 we have is authentic真实.
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那么任何体验都是真实的。
03:59
Now, there may可能 be more or less natural自然 or artificial人造
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现在,这里也许多少有些自然或人工模拟的因素
04:01
stimuli刺激 for the experience经验,
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会帮助刺激人的体验
04:03
but even that is a matter of degree, not kind.
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但是就算是那样。
04:07
And there's no such这样 thing as a 100 percent百分 natural自然 experience经验.
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也从来没有过什么100%的纯天然体验。
04:09
Even if you go for a walk步行 in the proverbial谚语 woods树木,
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就算你走到森林里,
04:12
there is a company公司 that manufactured制成的 the car汽车
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那也有一个制造汽车的公司
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that delivered交付 you to the edge边缘 of the woods树木;
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用汽车把你送到森林边
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there's a company公司 that manufactured制成的 the shoes that you have
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制造鞋子的公司为你
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to protect保护 yourself你自己 from the ground地面 of the woods树木.
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提供保护你在森林里行走的鞋子
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There's a company公司 that provides提供 a cell细胞 phone电话 service服务 you have
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那也有一个在你迷路时提供
04:22
in case案件 you get lost丢失 in the woods树木.
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手机服务的公司。
04:25
Right? All of those are man-made人造,
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对吧?这都是人造的,
04:27
artificiality人为 brought into the woods树木 by you,
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被你人造的带到了森林里,
04:30
and by the very nature性质 of being存在 there.
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非常自然的存在于一切之中
04:34
And then I always finish off
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然后我总这样结尾
04:37
by talking about -- the thing that amazes惊讶 me the most about this question,
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说到 -- 这个问题最让我感到其妙的是,
04:40
particularly尤其 coming未来 from the Dutch荷兰人,
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特别对于你们荷兰来说,
04:42
is that the Netherlands荷兰
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那就是在荷兰
04:44
is every一切 bit as manufactured制成的 as Disneyland迪斯尼乐园.
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所有的一切都是和迪士尼一样人造的。
04:47
(Laughter笑声)
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(笑)
04:49
And the Dutch荷兰人, they always go ...
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然后那些荷兰人,他们总会...
04:51
and they realize实现, I'm right!
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然后发觉,我是对的!
04:53
There isn't a square广场 meter仪表 of ground地面 in the entire整个 country国家
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在这整个国家内,没有一平方米
04:55
that hasn't有没有 been reclaimed回收 from the sea,
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不是填海而来的,
04:57
or otherwise除此以外 moved移动, modified改性 and manicured修剪
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或被移动的,修改的或修剪的
05:00
to look as if it had always been there.
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让它看起来就好像是原先就在那的。
05:02
It's the only place地点 you ever go for a walk步行 in the woods树木 and all the trees树木 are lined up in rows.
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这是唯一一个你散下步也会发现树都是被排列成行的地方。
05:05
(Laughter笑声)
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(笑)
05:09
But nonetheless尽管如此,, not just the Dutch荷兰人,
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但是话又说回来,不仅仅是荷兰人,
05:11
but everyone大家 has this desire欲望 for the authentic真实.
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所有人都有渴求真实的欲望。
05:13
And authenticity真伪 is therefore因此
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由此真实性
05:15
becoming变得 the new consumer消费者 sensibility感性 --
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就成为了消费者新的知觉 --
05:18
the buying购买 criteria标准 by which哪一个 consumers消费者
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被哪个消费者所
05:20
are choosing选择 who are they going to buy购买 from,
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选择的哪个经销商
05:22
and what they're going to buy购买.
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以及他们所要购买的标准。
05:24
Becoming变得 the basis基础 of the economy经济.
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这变成了经济新的基础。
05:26
In fact事实, you can look at how each of these economies经济 developed发达,
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事实上,你可以看看这些经济是怎样发展的,
05:29
that each one has their own拥有 business商业 imperative势在必行,
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每一个都有他们各自的商业需要,
05:32
matched匹配 with a consumer消费者 sensibility感性.
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去迎合消费者的感知。
05:34
We're the agrarian农业 economy经济, and we're supplying供应 commodities商品.
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在农业经济里,我们提供原始商品。
05:36
It's about supply供应 and availability可用性.
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关系到是供应和可得性
05:38
Getting入门 the commodities商品 to market市场.
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把商品送到市场上。
05:41
With the industrial产业 economy经济, it is about controlling控制 costs成本 --
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在工业经济里,是关于控制价格 --
05:44
getting得到 the costs成本 down as low as possible可能
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尽可能降低成本
05:46
so we can offer提供 them to the masses群众.
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所以我们可以大规模的提供。
05:48
With the service服务 economy经济, it is about
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在服务经济关系到
05:51
improving提高 quality质量.
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提升质量。
05:53
That has -- the whole整个 quality质量 movement运动 has risen上升
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那就是 -- 在过去20-30年里服务经济
05:55
with the service服务 economy经济 over the past过去 20 or 30 years年份.
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带动了质量运动。
05:58
And now, with the experience经验 economy经济,
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而现在的体验经济
06:00
it's about rendering翻译 authenticity真伪.
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则关系到呈现真实性。
06:03
Rendering渲染 authenticity真伪 -- and the keyword关键词 is "rendering翻译."
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渲染真实性 -- 关键词是“渲染”。
06:07
Right? Rendering渲染, because you have to get your consumers消费者 --
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对吧?渲染,因为你需要让你的消费者 --
06:09
as business商业 people --
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作为商人 --
06:11
to percievepercieve your offerings供品 as authentic真实.
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感觉提供的就像真实的。
06:14
Because there is a basic基本 paradox悖论:
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因为这里有个基本的悖论:
06:16
no one can have an inauthentic不真实 experience经验,
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没有人可以有非真实的体验,
06:19
but no business商业 can supply供应 one.
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同样也没有业务可以提供非真实的体验。
06:22
Because all businesses企业 are man-made人造 objects对象; all business商业 is involved参与 with money;
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因为所有的业务都是人造的物体,所有的业务都和钱有关;
06:26
all business商业 is a matter of using运用 machinery机械,
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所有的业务都使用机械,
06:29
and all those things make something inauthentic不真实.
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这些都会让东西变得不真实
06:34
So, how do you render给予 authenticity真伪,
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所以,你怎样去渲染真实性,
06:37
is the question.
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是一个问题。
06:39
Are you rendering翻译 authenticity真伪?
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你在渲染真实性吗?
06:42
When you think about that, let me go back to
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当你在想这些的时候,让我们回到
06:44
what Lionel莱昂内尔 Trilling特里林, in his seminal book on authenticity真伪,
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莱昂内尔特里林在他的书里提到的真实性,
06:47
"Sincerity诚意 and Authenticity真实性" -- came来了 out in 1960 --
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1960年出版的 “诚恳的和真实的”
06:50
points to as the seminal point
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被当成是学术重点,
06:52
at which哪一个 authenticity真伪 entered进入 the lexicon词库,
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你可以当作是将真实性
06:54
if you will.
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编入了词典。
06:56
And that is, to no surprise, in Shakespeare莎士比亚,
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自然也出现在莎士比亚
06:59
and in his play, Hamlet村庄.
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在他的哈姆雷特里
07:01
And there is one part部分 in this play, Hamlet村庄,
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在哈姆雷特的某场戏里,
07:03
where the most fake of all the characters人物 in Hamlet村庄, Polonius波洛涅斯,
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在哈姆雷特所有最假的一个人物,波洛尼厄斯
07:06
says something profoundly深深 real真实.
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说了一些特别真实的话
07:08
At the end结束 of a laundry洗衣店 list名单 of advice忠告
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在他的一长串遗言里
07:10
he's giving to his son儿子, Laertes莱尔提斯,
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他对他的儿子拉尔特斯说到,
07:12
he says this:
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他说:
07:15
And this above以上 all: to thine own拥有 self be true真正.
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最重要的是忠于自我
07:19
And it doth follow跟随, as night the day,
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如夜以继日般奉行
07:21
that thou canst情思 not then be false to any man.
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也不致对人虚假
07:25
And those three verses经文 are the core核心 of authenticity真伪.
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这三句话就是真实性的核心。
07:29
There are two dimensions尺寸 to authenticity真伪:
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真实有两个层面:
07:32
one, being存在 true真正 to yourself你自己, which哪一个 is very self-directed自我导向.
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一个,对自己真实,这是从自己来讲。
07:36
Two, is other-directed他人导向:
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第二个,是对别人来讲,
07:38
being存在 what you say you are to others其他.
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你对别人忠于你所说的
07:41
And I don't know about you, but whenever每当 I encounter遭遇 two dimensions尺寸,
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我不太了解你们,但是只要我遇到两个层面的事情,
07:43
I immediately立即 go, ahh, two-by-two两两!
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我立即想到,啊,二乘二!
07:45
All right? Anybody任何人 else其他 like that, no?
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对吗?还有其他人这样吗?没有?
07:47
Well, if you think about that, you do, in fact事实, get
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恩,如果你这样想,你会这样想的,事实上,
07:50
a two-by-two两两.
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二乘二。
07:52
Where, on one dimension尺寸 it's a matter of being存在 true真正 to yourself你自己.
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这里,一个层面是关于对自己要真实。
07:56
As businesses企业, are the economic经济 offerings供品 you are providing提供 --
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就生意而言,你所提供的产品
07:58
are they true真正 to themselves他们自己?
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本身是否终于自我呢
08:01
And the other dimension尺寸 is:
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第二个层面是:
08:03
are they what they say they are to others其他?
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它们在别人看来是否如描述的一样呢?
08:07
If not, you have,
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如果不是,就有一个,
08:09
"is not true真正 to itself本身," and "is not what it says it is,"
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不忠于自我以及并非如你所说的一样,
08:13
yielding生产 a two-by-two两两 matrix矩阵.
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坐落在一个二乘二的矩阵里。
08:15
And of course课程, if you are both true真正 to yourself你自己,
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当然了,如果你既对你自己真实,
08:17
and are what you say you are, then you're real真实 real真实!
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也和你所说的是一样,那么你就是真真!
08:19
(Laughter笑声)
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(笑)
08:22
The opposite对面, of course课程, is -- fake fake.
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相反的,当然了,-- 假假
08:26
All right, now, there is value for fake.
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好了,现在,假也有价值。
08:28
There will always be companies公司 around to supply供应 the fake,
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总会有一些公司到处在提供假货
08:30
because there will always be desire欲望 for the fake.
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因为总有对假货的需要。
08:32
Fact事实 is, there's a general一般 rule规则: if you don't like it, it's fake;
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事实上,有这样一个原则:如果你不喜欢它,它就是假的
08:34
if you do like it, it's faux人造.
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如果你喜欢它,它肯定是人造的。
08:37
(Laughter笑声)
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(笑)
08:43
Now, the other two sides双方 of the coin硬币 are:
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现在硬币的其他两面是:
08:46
being存在 a real真实 fake --
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真的假 --
08:48
is what it says it is,
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那就是产品忠于它说说的
08:50
but is not true真正 to itself本身,
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但是对自己不是真实的,
08:52
or being存在 a fake real真实:
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或者是一个假的真:
08:54
is true真正 to itself本身, but not what it says it is.
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对自己是真实的,但是不忠于它所说的
08:57
You can think about those two -- you know, both of these
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你可以想想这两个 -- 你知道,这两个
08:59
better than being存在 fake fake -- not quite相当 as good as being存在 real真实 real真实.
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比假假都要好 -- 不一定比真真一样好。
09:02
You can contrast对比 them by thinking思维 about
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你可以这样来比较
09:05
Universal普遍 City Walk步行 versus
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环球影城商店街和
09:07
Disney迪士尼 World世界, or Disneyland迪斯尼乐园.
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迪斯尼世界,或迪士尼乐园。
09:09
Universal普遍 City Walk步行 is a real真实 fake --
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环球影城商店街是真的虚假
09:11
in fact事实, we got this very term术语
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实际上,我们从
09:13
from Ada阿达 Louise路易丝 Huxtable'sHuxtable的 book, "The Unreal虚幻 America美国."
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艾达露易丝胡克斯特波的书中有这样一个术语,“虚假的美国”
09:16
A wonderful精彩 book, where she talks会谈 about Universal普遍 City Walk步行 as --
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一本神奇的书,那里她谈到了环球影城商店街
09:19
you know, she decries谴责 the fake, but she says, at least最小 that's a real真实 fake,
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她不喜欢假的,但是她说到,起码那是一个真的假像,
09:22
right, because you can see behind背后 the facade正面, right?
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对了,因为你可以看到背后的东西,对吗?
09:25
It is what it says it is: It's Universal普遍 Studio工作室;
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它就和它所提到的一样:一个环球影城
09:27
it's in the city of Los洛杉矶 Angeles洛杉矶; you're going to walk步行 a lot.
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它在洛杉矶,你会走很多路。
09:30
Right? You don't tend趋向 to walk步行 a lot in Los洛杉矶 Angeles洛杉矶,
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对了?你不想在洛杉矶里走很多路,
09:32
well, here's这里的 a place地点 where you are going to walk步行 a lot,
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好了,你在这里就得走很多路
09:34
outside in this city.
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在这个城市里面的外面。
09:36
But is it really true真正 to itself本身?
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不过它真的忠于自我吗?
09:39
Right? Is it really in the city?
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它真的是在城市里面吗?
09:41
Is it --
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是吗?
09:44
you can see behind背后 all of it,
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你可以看到后面的一切,
09:46
and see what is going on in the facades外墙 of it.
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而且你可以看到在前面所进行的一切。
09:48
So she calls电话 it a real真实 fake.
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所以他把它称为真的假。
09:50
Disney迪士尼 World世界, on the other hand, is a fake real真实,
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迪士尼乐园,另一方面来讲,是一个假的真,
09:52
or a fake reality现实.
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或虚假现实。
09:54
Right? It's not what it says it is. It's not really the magic魔法 kingdom王国.
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对吧?它并非象它说的那样。它不是一个真的梦幻王国。
09:58
(Laughter笑声)
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(笑)
10:02
But it is -- oh, I'm sorry, I didn't mean to --
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但是这是 -- 哦,对不起,我不是故意的 --
10:04
(Laughter笑声)
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(笑)
10:05
-- sorry.
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--对不起。
10:07
We won't惯于 talk about Santa圣诞老人 Claus克劳斯 then.
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那我们就不谈圣诞老人了。
10:09
(Laughter笑声)
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(笑)
10:10
But Disney迪士尼 World世界 is wonderfully奇妙 true真正 to itself本身.
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但是迪士尼乐园对自己是十分真实的。
10:13
Right? Just wonderfully奇妙 true真正 to itself本身.
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对吗?对自己是真实的。
10:15
When you are there you are just immersed沉浸
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你在那时,你就会沉浸在
10:17
in this wonderful精彩 environment环境.
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一个奇幻的环境里。
10:20
So, it's a fake real真实.
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所以,它是假的真。
10:23
Now the easiest最简单的 way
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在这点上最容易
10:25
to fall秋季 down in this,
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犯错的就是
10:27
and not be real真实 real真实,
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不成为真真
10:29
right, the easiest最简单的 way not to be true真正 to yourself你自己
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对吗?对自己不真实的最简单的方法是
10:31
is not to understand理解 your heritage遗产,
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不了解你的传统
10:34
and thereby从而 repudiate否认 that heritage遗产.
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因此而否认你的传统
10:36
Right, the key of being存在 true真正 to yourself你自己 is knowing会心 who you are as a business商业.
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对吗,对自己真实的关键是知道你在生意上是谁。
10:40
Knowing会心 where your heritage遗产 is: what you have doneDONE in the past过去.
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知道你的传统是什么,你过去做了什么。
10:43
And what you have doneDONE in the past过去 limits范围 what you can do,
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你过去做了什么会限制你现在可以做的事
10:46
what you can get away with, essentially实质上, in the future未来.
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关键的是,会限制你的未来。
10:49
So, you have to understand理解 that past过去.
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所以,你必须要了解过去。
10:52
Think about Disney迪士尼 again.
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再想想迪士尼。
10:54
Disney迪士尼,
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迪士尼,
10:56
10 or 15 years年份 ago, right,
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10到15年前,对吗,
10:58
the Disney迪士尼 -- the company公司 that is probably大概
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迪士尼 -- 一个以家庭价值
11:00
best-known最有名的 for family家庭 values out there,
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而知名的公司,
11:03
Disney迪士尼 bought the ABCABC network网络.
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迪士尼买下了ABC公司,
11:06
The ABCABC network网络, affectionately深情 known已知 in the trade贸易
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ABC公司,就是被大家所熟知的
11:08
as the T&A network网络, right --
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T&A网络,对吗 --
11:10
that's not too much jargon行话, is it?
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这没有太多专有名词吧?
11:12
Right, the T&A network网络. Then it bought Miramax米拉麦克斯,
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对了,就是T&A网络。然后它买了米高梅電影公司,
11:14
known已知 for its NC-NC-17 fare票价,
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它以NC-17限制级影片出名
11:16
and all of a sudden突然, families家庭 everywhere到处
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然后突然间,所有家庭
11:18
couldn't不能 really trust相信 what they were getting得到 from Disney迪士尼.
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都不信认迪士尼所的节目了
11:20
It was no longer true真正 to its heritage遗产;
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它不再对自己的传统
11:22
no longer true真正 to Walt沃尔特 Disney迪士尼.
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不再对忠于沃特迪士尼的特色
11:24
That's one of the reasons原因 why they're having such这样 trouble麻烦 today今天,
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那就是为什么他们今天面临困境的原因之一
11:26
and why Roy罗伊 Disney迪士尼 is out to get Michael迈克尔 Eisner艾斯纳.
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也是为什么迪斯尼会去找艾斯纳。
11:30
Because it is no longer true真正 to itself本身.
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因为它不再忠于自我了
11:33
So, understand理解 what -- your past过去 limits范围 what you can do in the future未来.
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所以,了解到你的过去会限制到你未来所能做的。
11:38
When it comes to being存在 what you say you are, the easiest最简单的 mistake错误 that companies公司 make
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当谈到忠于你所说的,公司最容易犯的错误就是
11:41
is that they advertise广告
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他们标榜
11:43
things that they are not.
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不实的广告
11:47
That's when you're perceived感知 as fake, as a phony company公司 --
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那于是人们就视你为假的谎骗的公司--
11:49
advertizing刊登广告 things that you're not.
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去广告非你所说的那种产品。
11:51
Think about any hotel旅馆, any airline航空公司,
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想想任何一个酒店,任何一家航空公司,
11:53
any hospital醫院.
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任何一家医院。
11:55
Right, if you could check into the ads广告, you'd have a great experience经验.
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对了,如果你就看看广告,你会有一个不错的体验。
11:58
(Laughter笑声)
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(笑)
12:00
But unfortunately不幸, you have to experience经验 the actual实际 hotel旅馆,
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但是,不幸的是,你必须体验真正的酒店,
12:03
airline航空公司 and hospital醫院, and then you have that disconnect断开.
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航空公司和医院,然后就就有种失落感。
12:06
Then you have that perception知觉 that you are phony.
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然后你就有那种你被骗了的感觉。
12:09
So, the number one thing to do when it comes to being存在 what you say you are,
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所以,当你被提到和你是一样的第一件事是,
12:13
is to provide提供 places地方 for people to experience经验
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是提供给人们感受你是谁
12:16
who you are.
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的一个地方。
12:18
For people to experience经验 who you are.
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让人们去体验你是谁。
12:20
Right, it's not advertising广告 does it.
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对,不要让广告去做这个。
12:22
That's why you have companies公司 like Starbucks星巴克,
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那也就是为什么会有想星巴克这样的公司,
12:26
right, that doesn't advertise广告 at all.
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对,从来不做广告。
12:29
They said, you want to know who we are, you have to come experience经验 us.
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他们说到,你想知道我们是谁,你就必须来体验我们。
12:33
And think about the economic经济 value they have provided提供
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想想他们通过体验创造的
12:35
by that experience经验.
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经济价值。
12:38
Right? Coffee咖啡, at its core核心, is what?
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对吧?咖啡,它的核心是什么?
12:41
Right? It's beans; right? It's coffee咖啡 beans.
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对吗?是咖啡豆,对吗?是咖啡豆。
12:44
You know how much coffee咖啡 is worth价值, when treated治疗 as a commodity商品 as a bean?
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你知道咖啡值多少钱吗?当我们只把咖啡豆作为商品的时候。
12:48
Two or three cents per cup杯子 -- that's what coffee咖啡 is worth价值.
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2或3分钱一杯 -- 就值那个价。
12:51
But grind研磨 it, roast it, package it, put it on a grocery杂货 store商店 shelf,
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但是研磨它,烘培它,包装它,放在一个商店的架子上,
12:54
and now it'll它会 cost成本 five, 10, 15 cents,
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就会值5,10,15美分,
12:56
when you treat对待 it as a good.
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当你像货物对待它。
12:59
Take that same相同 good,
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同样的货物,
13:01
and perform演出 the service服务 of actually其实 brewing酿造 it for a customer顾客,
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你在顾客面前提供泡制的服务,
13:04
in a corner diner餐车, in a bodega酒窖, a kiosk somewhere某处,
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在一个饭馆里或商店里,
13:06
you get 50 cents, maybe a buck降压
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你会得到50美分,也许一美元
13:08
per cup杯子 of coffee咖啡.
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每一杯。
13:10
But surround环绕 the brewing酿造 of that coffee咖啡
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但是在有星巴克气氛下
13:12
with the ambiance氛围 of a Starbucks星巴克,
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去泡制咖啡,
13:14
with the authentic真实 cedar雪松 that goes inside of there,
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室内有西洋杉原木的装潢,
13:17
and now, because of that authentic真实 experience经验,
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现在因为多了这原汁原味的体验,
13:19
you can charge收费 two, three, four, five dollars美元
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你可以每杯咖啡收费
13:22
for a cup杯子 of coffee咖啡.
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2,3,4,5美元。
13:26
So, authenticity真伪 is becoming变得
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所以,真实已经成为
13:28
the new consumer消费者 sensibility感性.
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消费者新的感知。
13:31
Let me summarize总结 it, for the business商业 people in the audience听众,
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让我为在座的商人做个总结,
13:34
with three rules规则, three basic基本 rules规则.
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3条规则,3条基本规则。
13:37
One, don't say you're authentic真实
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第一,如果你真的不真实
13:40
unless除非 you really are authentic真实.
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就不要说你是真实的。
13:44
Two, it's easier更轻松 to be authentic真实
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第二,如果你不说你是真实的
13:46
if you don't say you're authentic真实.
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就很容易做真实的。
13:50
And three, if you say you're authentic真实,
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第三,如果你说你是真实的,
13:53
you better be authentic真实.
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你最好就是真实的。
13:56
And then for the consumers消费者, for everyone大家 else其他 in the audience听众,
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现在为了听众里的消费者们
13:59
let me simply只是 summarize总结 it by saying, increasingly日益,
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做一个总结
14:01
what we -- what will make us happy快乐,
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能让我们高兴的事就是
14:05
is spending开支 our time and our money
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花钱和花时间
14:09
satisfying满意的 the desire欲望 for authenticity真伪.
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去满足对真实的欲望。
14:12
Thank you.
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谢谢
Translated by Halei Liu
Reviewed by Jenny Yang

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ABOUT THE SPEAKER
Joseph Pine - Writer
A writer and veteran consultant to entrepreneurs and executives alike, Joseph Pine's books and workshops help businesses create what modern consumers really want: authentic experiences.

Why you should listen

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 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 specialty in helping others see business differently.

More profile about the speaker
Joseph Pine | Speaker | TED.com