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

Joseph Pine-什麼是顧客真正想要的?

Filmed:
1,171,407 views

顧客想要體會到他們買的是貨真價實的,但是"大量客製化"的作者Joseph Pine要賣可靠的東西是很困難的,因為根本沒有那樣的東西。他提供一些人造的,卻創造百萬商機的例子。
- 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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我要來談一談在現代經濟結構中,
00:15
in the very fabric of the modern現代 economy經濟.
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一個正在發生且很根本的改變。
00:18
And to talk about that, I'm going to go back to the beginning開始,
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要談這個改變就需要從頭說起,
00:21
because in the beginning開始 were commodities商品.
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因為在經濟開始時有貨品。
00:25
Commodities商品 are things that you grow增長 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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貨品是你種植和畜養在地上,或從地上挖出來的東西。
00:28
basically基本上, animal動物, mineral礦物, vegetable蔬菜.
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基本上就是動物、礦物、蔬菜,
00:30
And then you extract提取 them out of the ground地面,
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你從土地上取出這些東西,
00:32
and sell them on the open打開 marketplace市井.
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然後到公開的市場上販賣。
00:34
Commodities商品 were the basis基礎 of the agrarian農業 economy經濟
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貨品是農業經濟的基礎,
00:36
that lasted歷時 for millennia千年.
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且持續了好幾千年。
00:39
But then along沿 came來了 the industrial產業 revolution革命,
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可是,之後發生了工業革命,
00:42
and then goods產品 became成為 the predominant優越的 economic經濟 offering,
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商品成了主要的經濟產物,
00:45
where we used commodities商品 as a raw生的 material材料
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我們將貨品當作原料,
00:48
to be able能夠 to make or manufacture製造 goods產品.
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用來製造或生產商品。
00:51
So, we moved移動 from an agrarian農業 economy經濟 to an industrial產業 economy經濟.
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於是,我們從農業經濟轉入工業經濟。
00:54
Well, what then happened發生 over the last 50 or 60 years年份,
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而過去50或60年所發生的是
00:57
is that goods產品 have become成為 commoditized商品化.
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商品變得大眾化了。
00:59
Commoditized商品化: where they're treated治療 like a commodity商品,
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大眾化就是對待商品像貨品一樣。
01:02
where people don't care關心 who makes品牌 them.
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人們不關心是由誰製造的。
01:04
They just care關心 about three things and three things only:
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人們只關心三件事情:
01:06
price價錢, price價錢 and price價錢.
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價格、價格、價格。
01:09
Now, there's an antidote解藥 to commoditization商品化,
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有個對抗商品大眾化的辦法,
01:12
and that is customization定制.
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那就是客製化。
01:14
My first book was called "Mass Customization定制" --
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我的第一本書叫「大量客製化」,
01:16
it came來了 up a couple一對 of times yesterday昨天 --
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昨天在演講上提過幾次。
01:18
and how I discovered發現 this progression級數 of economic經濟 value
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書中提到我發現經濟價值的演進,
01:20
was realizing實現 that customizing定制 a good
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是從了解到將商品客製化之後,
01:22
automatically自動 turned轉身 it into a service服務,
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將自動轉變成服務,
01:24
because it was doneDONE just for a particular特定 person,
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因為這是爲某個特定的人所做的事,
01:26
because it wasn't inventoried盤點,
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因為這是沒有庫存的。
01:28
it was delivered交付 on demand需求 to that individual個人 person.
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它是應需求而傳遞給特定的個人。
01:31
So, we moved移動 from an industrial產業 economy經濟 to a service-based服務型 economy經濟.
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於是,我們從工業經濟轉移到以服務為基礎的經濟。
01:35
But over the past過去 10 or 20 years年份, what's happened發生 is that
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不過在過去10或20年內,
01:37
services服務 are being存在 commoditized商品化 as well.
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服務竟然也被大眾化了。
01:40
Long-distance遠距離 telephone電話 service服務 sold出售 on price價錢, price價錢, price價錢;
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長途電話服務的銷售也只關心價格、價格、價格,
01:42
fast-food快餐 restaurants餐館 with all their value pricing價錢;
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速食餐廳提供所有的超值定價,
01:45
and even the Internet互聯網 is commoditizing商品化 not just goods產品,
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甚至連網路也不只是將商品大眾化而已,
01:47
but services服務 as well.
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連服務也大眾化了。
01:52
What that means手段 is that it's time
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這意味著,
01:54
to move移動 to a new level水平 of economic經濟 value.
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轉移到新一層的經濟價值的時候到了。
01:57
Time to go beyond the goods產品 and the services服務,
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超越產品與服務的時候到了,
01:59
and use, in that same相同 heuristic啟發式, what happens發生 when you customize定制 a service服務?
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應用同樣的法則,當你客製服務後會產生什麼?
02:02
What happens發生 when you design設計 a service服務 that is so appropriate適當 for a particular特定 person --
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當你為特定的人設計,為當前的消費者提供
02:06
that's exactly究竟 what they need at this moment時刻 in time?
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非常合適的服務時會如何呢?
02:08
Then you can't help but make them go "wow";
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你必須讓他們大聲喊出「哇」!
02:10
you can't help but turn it into a memorable難忘 event事件 --
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你必須使服務變成難忘的活動,
02:12
you can't help but turn it into an experience經驗.
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你不得不使服務變成一種體驗。
02:16
So we're shifting to an experience經驗 economy經濟,
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所以我們現在正轉移到體驗經濟,
02:18
where experiences經驗 are becoming變得 the predominant優越的 economic經濟 offering.
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體驗逐漸變成主要的經濟產物。
02:22
Now most places地方 that I talk to,
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在我演講的許多地方,
02:24
when I talk about experience經驗, I talk about Disney迪士尼 --
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當我提到體驗,我就會講到迪士尼--
02:26
the world's世界 premier總理 experience-stager經驗,經驗豐富的人.
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世界上首位提供體驗的老手。
02:28
I talk about theme主題 restaurants餐館, and experiential體驗 retail零售,
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我談論主題餐廳及實驗商店,
02:30
and boutique精品 hotels酒店, and Las拉斯維加斯 Vegas拉斯維加斯 --
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精品旅館及拉斯維加斯--
02:33
the experience經驗 capital首都 of the world世界.
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世界的體驗首都。
02:36
But here, when you think about experiences經驗,
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但是在這裡當你講到體驗,
02:38
think about Thomas托馬斯 Dolby杜比 and his group, playing播放 music音樂.
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你會想到湯瑪斯道比和他的團隊演奏音樂,
02:41
Think about meaningful富有意義的 places地方.
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想想別具意義的地方,
02:43
Think about drinking wine紅酒,
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想想喝葡萄酒,
02:46
about a journey旅程 to the Clock時鐘 of the Long Now.
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或是踏上邁向「萬年鐘」的旅程。
02:49
Those are all experiences經驗. Think about TEDTED itself本身.
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這些全部都是體驗。想想TED本身,
02:53
The experience經驗 capital首都 in the world世界 of conferences會議.
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座談會世界裡的體驗首都,
02:57
All of these are experiences經驗.
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這全都是體驗。
02:59
Now, over the last several一些 years年份 I spent花費 a lot of time in Europe歐洲,
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過去幾年我花很多的時間在歐洲,
03:01
and particularly尤其 in the Netherlands荷蘭,
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特別是在荷蘭,
03:03
and whenever每當 I talk about the experience經驗 economy經濟 there,
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每當我在那裡談到體驗經濟時,
03:05
I'm always greeted歡迎 at the end結束 with one particular特定 question,
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我總是會在演講最後被問到一個問題,
03:08
almost幾乎 invariably不變地.
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幾乎每次都一樣。
03:10
And the question isn't really so much a question
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那問題其實並不是個問題,
03:13
as an accusation指控.
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而是一種指責。
03:15
And the Dutch荷蘭人, when they usually平時 put it,
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荷蘭人通常都會
03:17
it always starts啟動 with the same相同 two words.
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用同一種開頭,
03:19
You know the words I mean?
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你知道我指的是什麼嗎?
03:21
You Americans美國人.
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“你們美國人”
03:24
They say, you Americans美國人.
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荷蘭人會說:你們美國人,
03:26
You like your fantasy幻想 environments環境,
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你們喜歡自己夢幻的世界,
03:28
your fake, your Disneyland迪斯尼樂園 experiences經驗.
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你們假象的迪士尼樂園體驗。
03:31
They say, we Dutch荷蘭人, we like real真實,
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他們又說:我們荷蘭人喜歡實質的、
03:33
natural自然, authentic真實 experiences經驗.
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自然、真實的體驗。
03:37
So much has that happened發生 that I've developed發達 a fairly相當 praticedpraticed response響應,
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這問題出現的次數,多到讓我發展出一套標準答案。
03:41
which哪一個 is: I point out that first of all,
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那就是:首先我想指出,
03:43
you have to understand理解 that there is no such這樣 thing
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大家必須了解,
03:45
as an inauthentic不真實 experience經驗.
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“非真實的體驗” 並不存在。
03:48
Why? Because the experience經驗 happens發生 inside of us.
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爲什麼呢?因為體驗發生在我們體內,
03:51
It's our reaction反應 to the events事件 that are staged上演 in front面前 of us.
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是我們對眼前舞台上的活動所產生的反應,
03:54
So, as long as we are in any sense authentic真實 human人的 beings眾生,
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所以,只要我們是真實的人類,
03:56
then every一切 experience經驗 we have is authentic真實.
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那麼我們所擁有的每個體驗都是真實的。
03:59
Now, there may可能 be more or less natural自然 or artificial人造
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也許體驗中或多或少有些是,
04:01
stimuli刺激 for the experience經驗,
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自然或人工的刺激。
04:03
but even that is a matter of degree, not kind.
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但那也只是程度的差異而不是種類的差別。
04:07
And there's no such這樣 thing as a 100 percent百分 natural自然 experience經驗.
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而且,百分之百自然的體驗也不存在,
04:09
Even if you go for a walk步行 in the proverbial諺語 woods樹木,
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即使你是到聞名的森林裡去散步,
04:12
there is a company公司 that manufactured製成的 the car汽車
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還是有公司製造了車子,
04:14
that delivered交付 you to the edge邊緣 of the woods樹木;
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載你到森林的入口處去;
04:16
there's a company公司 that manufactured製成的 the shoes that you have
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也有公司製造了你所穿的鞋子,
04:18
to protect保護 yourself你自己 from the ground地面 of the woods樹木.
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來保護你的腳不受到傷害。
04:20
There's a company公司 that provides提供 a cell細胞 phone電話 service服務 you have
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還有公司提供你所擁有的手機服務,
04:22
in case案件 you get lost丟失 in the woods樹木.
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萬一你在森林裡迷路了可以用。
04:25
Right? All of those are man-made人造,
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對吧!這些都是你帶進森林裡的人工產物,
04:27
artificiality人為 brought into the woods樹木 by you,
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單單是在那裡就非純自然的了。
04:30
and by the very nature性質 of being存在 there.
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而我總是在結尾時,
04:34
And then I always finish off
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提到這個問題,
04:37
by talking about -- the thing that amazes驚訝 me the most about this question,
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讓我覺得不可思議的地方,
04:40
particularly尤其 coming未來 from the Dutch荷蘭人,
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尤其是來自荷蘭人口中,
04:42
is that the Netherlands荷蘭
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那就是荷蘭
04:44
is every一切 bit as manufactured製成的 as Disneyland迪斯尼樂園.
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跟迪士尼樂園一樣是人工的。
04:47
(Laughter笑聲)
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(笑聲)
04:49
And the Dutch荷蘭人, they always go ...
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最後荷蘭人總是會嘆息,
04:51
and they realize實現, I'm right!
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然後明白我說的是對的。
04:53
There isn't a square廣場 meter儀表 of ground地面 in the entire整個 country國家
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在荷蘭沒有一平方公尺的地,
04:55
that hasn't有沒有 been reclaimed回收 from the sea,
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不是用填海造地的。
04:57
or otherwise除此以外 moved移動, modified改性 and manicured修剪
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要不然就是經過搬動改造及整修,
05:00
to look as if it had always been there.
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好讓土地看起來就像有史以來就在那兒一樣。
05:02
It's the only place地點 you ever go for a walk步行 in the woods樹木 and all the trees樹木 are lined up in rows.
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荷蘭是唯一一個地方你到森林去散步,會看見排列整齊的樹。
05:05
(Laughter笑聲)
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(笑聲)
05:09
But nonetheless儘管如此,, not just the Dutch荷蘭人,
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無論如何不只是荷蘭人,
05:11
but everyone大家 has this desire慾望 for the authentic真實.
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但是,每個人都渴望擁有最真實的體驗。
05:13
And authenticity真偽 is therefore因此
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於是真實性
05:15
becoming變得 the new consumer消費者 sensibility感性 --
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就變成了新的消費感知力--
05:18
the buying購買 criteria標準 by which哪一個 consumers消費者
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成為決定消費者
05:20
are choosing選擇 who are they going to buy購買 from,
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選擇在哪裡購買,
05:22
and what they're going to buy購買.
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以及購買什麼的條件。
05:24
Becoming變得 the basis基礎 of the economy經濟.
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成為經濟結構的基礎。
05:26
In fact事實, you can look at how each of these economies經濟 developed發達,
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事實上,你可以看見每個經濟是如何演進的,
05:29
that each one has their own擁有 business商業 imperative勢在必行,
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每個經濟結構都有自己的商業模式,
05:32
matched匹配 with a consumer消費者 sensibility感性.
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結合某種消費感知力。
05:34
We're the agrarian農業 economy經濟, and we're supplying供應 commodities商品.
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在農業經濟我們供應貨品,
05:36
It's about supply供應 and availability可用性.
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關係到供應與可得性。
05:38
Getting入門 the commodities商品 to market市場.
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將貨品送到市場上,
05:41
With the industrial產業 economy經濟, it is about controlling控制 costs成本 --
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工業經濟則關心成本的掌控--
05:44
getting得到 the costs成本 down as low as possible可能
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儘可能將成本降到最低,
05:46
so we can offer提供 them to the masses群眾.
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好讓我們可以提供給大眾。
05:48
With the service服務 economy經濟, it is about
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服務經濟則關係到
05:51
improving提高 quality質量.
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品質的改進。
05:53
That has -- the whole整個 quality質量 movement運動 has risen上升
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過去20或30年來,
05:55
with the service服務 economy經濟 over the past過去 20 or 30 years年份.
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服務經濟帶動了整個品質運動。
05:58
And now, with the experience經驗 economy經濟,
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而現在的體驗經濟,
06:00
it's about rendering翻譯 authenticity真偽.
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則關係到呈現真實性。
06:03
Rendering渲染 authenticity真偽 -- and the keyword關鍵詞 is "rendering翻譯."
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呈現真實性關鍵字是呈現。
06:07
Right? Rendering渲染, because you have to get your consumers消費者 --
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因為身為商人你必須讓你的消費者--
06:09
as business商業 people --
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像商人一樣,
06:11
to percievepercieve your offerings供品 as authentic真實.
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覺得你所提供的是真實的東西。
06:14
Because there is a basic基本 paradox悖論:
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因為這裡有個基本的迷思:
06:16
no one can have an inauthentic不真實 experience經驗,
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沒有人可以擁有非真實性的體驗,
06:19
but no business商業 can supply供應 one.
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但也沒有商人可以提供絕對真實的體驗。
06:22
Because all businesses企業 are man-made人造 objects對象; all business商業 is involved參與 with money;
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因為所有的商業都是人造的物質;所有的商業都跟錢有關;
06:26
all business商業 is a matter of using運用 machinery機械,
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所有的商業都使用機器,
06:29
and all those things make something inauthentic不真實.
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而這些都會讓東西變成非真實的。
06:34
So, how do you render給予 authenticity真偽,
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所以你如何呈現真實性
06:37
is the question.
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就是一個問題。
06:39
Are you rendering翻譯 authenticity真偽?
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你在呈現真實性嗎?
06:42
When you think about that, let me go back to
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在你思考這個問題的同時,讓我回到
06:44
what Lionel萊昂內爾 Trilling特里林, in his seminal book on authenticity真偽,
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萊諾.崔凌探討真實性的學術著作,
06:47
"Sincerity誠意 and Authenticity真實性" -- came來了 out in 1960 --
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1960年寫的「誠意與真實性」,
06:50
points to as the seminal point
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被當成是學術重點,
06:52
at which哪一個 authenticity真偽 entered進入 the lexicon詞庫,
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你可以當作是將真實性
06:54
if you will.
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編入了詞典。
06:56
And that is, to no surprise, in Shakespeare莎士比亞,
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自然也出現在莎士比亞
06:59
and in his play, Hamlet村莊.
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劇作哈姆雷特當中,
07:01
And there is one part部分 in this play, Hamlet村莊,
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在哈姆雷特當中的某場戲,
07:03
where the most fake of all the characters人物 in Hamlet村莊, Polonius波洛涅斯,
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劇中最虛假的波龍尼,
07:06
says something profoundly深深 real真實.
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道出了極度真實的事情。
07:08
At the end結束 of a laundry洗衣店 list名單 of advice忠告
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在一連串給他兒子
07:10
he's giving to his son兒子, Laertes萊爾提斯,
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雷阿提斯的建議的末端,
07:12
he says this:
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他說:
07:15
And this above以上 all: to thine own擁有 self be true真正.
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最重要的是忠於自我。
07:19
And it doth follow跟隨, as night the day,
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如夜之繼日般奉行,
07:21
that thou canst情思 not then be false to any man.
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也不致對人虛假,
07:25
And those three verses經文 are the core核心 of authenticity真偽.
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而這三句話就是真實性的核心。
07:29
There are two dimensions尺寸 to authenticity真偽:
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真實性有兩面,
07:32
one, being存在 true真正 to yourself你自己, which哪一個 is very self-directed自我導向.
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其一是忠於自我,非常自我導向,
07:36
Two, is other-directed他人導向:
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其二則是他人導向:
07:38
being存在 what you say you are to others其他.
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對外界忠於你所說的。
07:41
And I don't know about you, but whenever每當 I encounter遭遇 two dimensions尺寸,
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我不知道你怎麼做,但每當我遇到兩個面向時,
07:43
I immediately立即 go, ahh, two-by-two兩兩!
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我就馬上想到啊! 二乘以二!
07:45
All right? Anybody任何人 else其他 like that, no?
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有沒有人跟我一樣啊?沒有嗎?
07:47
Well, if you think about that, you do, in fact事實, get
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當你這麼想的時候,事實上,你就會得到
07:50
a two-by-two兩兩.
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二乘以二。
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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一方面你得忠於自我。
07:56
As businesses企業, are the economic經濟 offerings供品 you are providing提供 --
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在商場上,你所提供的經濟產物,
07:58
are they true真正 to themselves他們自己?
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本身是否忠於自我呢?
08:01
And the other dimension尺寸 is:
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另一方面:
08:03
are they what they say they are to others其他?
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它們在別人看來是否如描述的一樣呢?
08:07
If not, you have,
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如果不是,結果就會變成,
08:09
"is not true真正 to itself本身," and "is not what it says it is,"
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不忠於自我以及並非如你所說的一樣,
08:13
yielding生產 a two-by-two兩兩 matrix矩陣.
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產生一個二乘以二的矩陣圖
08:15
And of course課程, if you are both true真正 to yourself你自己,
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當然如果你忠於自我,
08:17
and are what you say you are, then you're real真實 real真實!
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也真如你所說的那樣,那麼你就是真真!
08:19
(Laughter笑聲)
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(笑聲)
08:22
The opposite對面, of course課程, is -- fake fake.
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相反的當然就是假假。
08:26
All right, now, there is value for fake.
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虛假其實還是有價值的。
08:28
There will always be companies公司 around to supply供應 the fake,
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總是會有公司提供假的東西,
08:30
because there will always be desire慾望 for the fake.
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因為總是會有對假貨的渴望存在。
08:32
Fact事實 is, there's a general一般 rule規則: if you don't like it, it's fake;
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事實上,這有個原則:如果你不喜歡那就是假的;
08:34
if you do like it, it's faux人造.
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如果你喜歡那就是人造的。
08:37
(Laughter笑聲)
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(笑聲)
08:43
Now, the other two sides雙方 of the coin硬幣 are:
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硬幣的另外兩面是:
08:46
being存在 a real真實 fake --
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成為真的假,
08:48
is what it says it is,
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那就是產品忠於它所說的,
08:50
but is not true真正 to itself本身,
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但卻不是忠於自我的,
08:52
or being存在 a fake real真實:
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另外就是成為一個假的真:
08:54
is true真正 to itself本身, but not what it says it is.
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忠於自我,但卻不是忠於它所說的。
08:57
You can think about those two -- you know, both of these
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你可以說這兩種
08:59
better than being存在 fake fake -- not quite相當 as good as being存在 real真實 real真實.
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都比假假要來得好--雖然還不如真真的好。
09:02
You can contrast對比 them by thinking思維 about
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你可以拿
09:05
Universal普遍 City Walk步行 versus
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環球影城商店街與
09:07
Disney迪士尼 World世界, or Disneyland迪斯尼樂園.
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迪士尼世界或迪士尼樂園做個比較。
09:09
Universal普遍 City Walk步行 is a real真實 fake --
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環球影城商店街是真的虛假--
09:11
in fact事實, we got this very term術語
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事實上,我們是從
09:13
from Ada阿達 Louise路易絲 Huxtable'sHuxtable的 book, "The Unreal虛幻 America美國."
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賀克斯苔博的書「非真實的美國」當中擷取出這個詞的。
09:16
A wonderful精彩 book, where she talks會談 about Universal普遍 City Walk步行 as --
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那是一本好書,描述環球影城商店街是假的。
09:19
you know, she decries譴責 the fake, but she says, at least最小 that's a real真實 fake,
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她譴責假的事物,但是她又說那至少是真的假。
09:22
right, because you can see behind背後 the facade正面, right?
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因為你可以看見門面後的東西,對吧?
09:25
It is what it says it is: It's Universal普遍 Studio工作室;
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它如自己所說的它就是環球影城;
09:27
it's in the city of Los洛杉磯 Angeles洛杉磯; you're going to walk步行 a lot.
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在洛杉磯市區而且你需要走很多路。
09:30
Right? You don't tend趨向 to walk步行 a lot in Los洛杉磯 Angeles洛杉磯,
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在洛杉磯人們不太走路,
09:32
well, here's這裡的 a place地點 where you are going to walk步行 a lot,
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可是在這個地方你可以在戶外走很多路,
09:34
outside in this city.
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就在城市裡。
09:36
But is it really true真正 to itself本身?
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不過它真的忠於自我嗎?
09:39
Right? Is it really in the city?
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它真的是在城市裡嗎?
09:41
Is it --
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它是--
09:44
you can see behind背後 all of it,
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你可以看穿後台的東西,
09:46
and see what is going on in the facades外牆 of it.
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也可以看見前台正在發生的事情,
09:48
So she calls電話 it a real真實 fake.
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所以賀克斯苔博說環球影城是真的假。
09:50
Disney迪士尼 World世界, on the other hand, is a fake real真實,
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相反的迪士尼世界是假的真,
09:52
or a fake reality現實.
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或是一個假的現實。
09:54
Right? It's not what it says it is. It's not really the magic魔法 kingdom王國.
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它並非如同它所說的不是真的神奇國度。
09:58
(Laughter笑聲)
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(笑聲)
10:02
But it is -- oh, I'm sorry, I didn't mean to --
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噢!抱歉,我並不是故意的,
10:04
(Laughter笑聲)
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(笑聲)
10:05
-- sorry.
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--抱歉。
10:07
We won't慣於 talk about Santa聖誕老人 Claus克勞斯 then.
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我保證不會再說聖誕老公公。
10:09
(Laughter笑聲)
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(笑聲)
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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但是迪士尼世界確實非常忠於自我,
10:13
Right? Just wonderfully奇妙 true真正 to itself本身.
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極度的忠於自我。
10:15
When you are there you are just immersed沉浸
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當你在那裡,整個人就沉浸在
10:17
in this wonderful精彩 environment環境.
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那美好的世界裡。
10:20
So, it's a fake real真實.
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所以它是假的真。
10:23
Now the easiest最簡單的 way
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要失敗
10:25
to fall秋季 down in this,
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最簡單的方法,
10:27
and not be real真實 real真實,
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且不要成為真的真實,
10:29
right, the easiest最簡單的 way not to be true真正 to yourself你自己
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不要忠於自我最簡單的方法就是
10:31
is not to understand理解 your heritage遺產,
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不要去了解你自己的傳統,
10:34
and thereby從而 repudiate否認 that heritage遺產.
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也就是跟你的傳統斷絕關係。
10:36
Right, the key of being存在 true真正 to yourself你自己 is knowing會心 who you are as a business商業.
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忠於自我的關鍵就是,了解你是什麼樣的商業,
10:40
Knowing會心 where your heritage遺產 is: what you have doneDONE in the past過去.
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了解你的傳統在哪裡你過去做了什麼?
10:43
And what you have doneDONE in the past過去 limits範圍 what you can do,
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而你過去所做的事情會限制你可以做的事,
10:46
what you can get away with, essentially實質上, in the future未來.
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基本上就是未來你可以逃脫掉的事,
10:49
So, you have to understand理解 that past過去.
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所以,你必須了解那個歷史。
10:52
Think about Disney迪士尼 again.
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再拿迪士尼做比喻。
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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在10或15年前,
10:58
the Disney迪士尼 -- the company公司 that is probably大概
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迪士尼可能是
11:00
best-known最有名的 for family家庭 values out there,
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眾所皆知最標榜家庭價值的公司,
11:03
Disney迪士尼 bought the ABCABC network網絡.
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迪士尼買下了ABC電視網,
11:06
The ABCABC network網絡, affectionately深情 known已知 in the trade貿易
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ABC電視網在商場上被暱稱為
11:08
as the T&A network網絡, right --
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T&A <胸臀>電視網--
11:10
that's not too much jargon行話, is it?
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這沒有用太多術語吧!
11:12
Right, the T&A network網絡. Then it bought Miramax米拉麥克斯,
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接著T&A電視網,又買了Miramax電影公司,
11:14
known已知 for its NC-NC-17 fare票價,
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以NC-17限制級影片出名。
11:16
and all of a sudden突然, families家庭 everywhere到處
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突然間各地所有的家庭,
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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就無法信任迪士尼所播出的節目了。
11:20
It was no longer true真正 to its heritage遺產;
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迪士尼不再忠於自己的傳統;
11:22
no longer true真正 to Walt沃爾特 Disney迪士尼.
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也不在忠於華特迪士尼。
11:24
That's one of the reasons原因 why they're having such這樣 trouble麻煩 today今天,
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這就是今天他們為何會面臨困境的原因之一,
11:26
and why Roy羅伊 Disney迪士尼 is out to get Michael邁克爾 Eisner艾斯納.
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也是爲什麼洛依迪士尼要找來邁可.艾斯納。
11:30
Because it is no longer true真正 to itself本身.
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因為迪士尼已經不再忠於自我了。
11:33
So, understand理解 what -- your past過去 limits範圍 what you can do in the future未來.
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所以,了解自己的傳統就會限制你未來可做的事。
11:38
When it comes to being存在 what you say you are, the easiest最簡單的 mistake錯誤 that companies公司 make
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當談到忠於你所說的,許多企業最常犯的錯誤就是,
11:41
is that they advertise廣告
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他們刊登
11:43
things that they are not.
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不實的廣告。
11:47
That's when you're perceived感知 as fake, as a phony company公司 --
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於是人們就視你為假的謊騙的公司--
11:49
advertizing刊登廣告 things that you're not.
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去廣告非你所說的那種產品。
11:51
Think about any hotel旅館, any airline航空公司,
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試想任何一家旅館、航空、
11:53
any hospital醫院.
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醫院,
11:55
Right, if you could check into the ads廣告, you'd have a great experience經驗.
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如果你看廣告,你會得到一個很棒的體驗。
11:58
(Laughter笑聲)
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(笑聲)
12:00
But unfortunately不幸, you have to experience經驗 the actual實際 hotel旅館,
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可惜的是,你必須體驗旅館航空、
12:03
airline航空公司 and hospital醫院, and then you have that disconnect斷開.
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醫院的實體,接著你將體會到那種斷層的感覺。
12:06
Then you have that perception知覺 that you are phony.
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然後就有一種被騙的感覺。
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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所以要忠於你所說的第一個法則就是,
12:13
is to provide提供 places地方 for people to experience經驗
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提供一個地方讓人去體驗
12:16
who you are.
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你是什麼。
12:18
For people to experience經驗 who you are.
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讓人去體驗你是什麼。
12:20
Right, it's not advertising廣告 does it.
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廣告無法做到這點。
12:22
That's why you have companies公司 like Starbucks星巴克,
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這就是為什麼有像星巴克這樣的企業,
12:26
right, that doesn't advertise廣告 at all.
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從來不登廣告,
12:29
They said, you want to know who we are, you have to come experience經驗 us.
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他們說如果你想了解我們,你就要來體驗我們。
12:33
And think about the economic經濟 value they have provided提供
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想想看他們透過這體驗
12:35
by that experience經驗.
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所提供的經濟價值,
12:38
Right? Coffee咖啡, at its core核心, is what?
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咖啡的核心是什麼呢?
12:41
Right? It's beans; right? It's coffee咖啡 beans.
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就是咖啡豆,對吧?咖啡豆。
12:44
You know how much coffee咖啡 is worth價值, when treated治療 as a commodity商品 as a bean?
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你知道當咖啡被當作貨品,像咖啡豆一樣販賣時值多少錢嗎?
12:48
Two or three cents per cup杯子 -- that's what coffee咖啡 is worth價值.
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一杯只要2或3分錢這就是咖啡的價值,
12:51
But grind研磨 it, roast it, package it, put it on a grocery雜貨 store商店 shelf,
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但是研磨、烘烤、包裝,再放到商店架子上,
12:54
and now it'll它會 cost成本 five, 10, 15 cents,
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價格就變成5、10、15分錢了。
12:56
when you treat對待 it as a good.
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被當作商品之後。
12:59
Take that same相同 good,
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把同樣的商品,
13:01
and perform演出 the service服務 of actually其實 brewing釀造 it for a customer顧客,
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拿來實地爲消費者燒煮,
13:04
in a corner diner餐車, in a bodega酒窖, a kiosk somewhere某處,
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在某個轉角的餐車酒館、小攤販裡煮咖啡,
13:06
you get 50 cents, maybe a buck降壓
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一杯咖啡的價格
13:08
per cup杯子 of coffee咖啡.
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就提升到50分或一塊錢。
13:10
But surround環繞 the brewing釀造 of that coffee咖啡
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若是將煮咖啡的動作
13:12
with the ambiance氛圍 of a Starbucks星巴克,
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加入星巴克的氣氛,
13:14
with the authentic真實 cedar雪松 that goes inside of there,
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室內有西洋杉原木的裝潢,
13:17
and now, because of that authentic真實 experience經驗,
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現在因為多了這原汁原味的體驗,
13:19
you can charge收費 two, three, four, five dollars美元
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一杯咖啡就可以賣上二、三、
13:22
for a cup杯子 of coffee咖啡.
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四、五塊錢,
13:26
So, authenticity真偽 is becoming變得
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於是真實性開始變成
13:28
the new consumer消費者 sensibility感性.
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消費感知力。
13:31
Let me summarize總結 it, for the business商業 people in the audience聽眾,
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讓我爲在座的商人做個總結,
13:34
with three rules規則, three basic基本 rules規則.
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這裡有三個基本規則,
13:37
One, don't say you're authentic真實
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第一、不要說自己是真實的,
13:40
unless除非 you really are authentic真實.
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除非你真的是真實的。
13:44
Two, it's easier更輕鬆 to be authentic真實
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第二、當你不說自己是真實的,
13:46
if you don't say you're authentic真實.
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就會比較容易成為真實的。
13:50
And three, if you say you're authentic真實,
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第三、如果你說自己是真實的,
13:53
you better be authentic真實.
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你最好就是真實的。
13:56
And then for the consumers消費者, for everyone大家 else其他 in the audience聽眾,
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接著讓我為其他消費者以及在座的其他觀眾
13:59
let me simply只是 summarize總結 it by saying, increasingly日益,
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做個總結,漸漸地,
14:01
what we -- what will make us happy快樂,
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未來將讓我們快樂的是,
14:05
is spending開支 our time and our money
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花錢、花時間,
14:09
satisfying滿意的 the desire慾望 for authenticity真偽.
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滿足我們對真實的渴望。
14:12
Thank you.
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謝謝各位!
Translated by Dxm Online大小媒體
Reviewed by Wang-Ju Tsai

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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