TED2004
Joseph Pine: What consumers want
Joseph Pine-什麼是顧客真正想要的？
Filmed:
Readability: 3.7
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。
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. Full bio
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 change that is going on
0
0
3000
我要來談一談在現代經濟結構中，
00:15
in the very fabric of the modern economy.
1
3000
3000
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,
2
6000
3000
要談這個改變就需要從頭說起，
00:21
because in the beginning were commodities.
3
9000
3000
因為在經濟開始時有貨品。
00:25
Commodities are things that you grow in the ground, raise on the ground or pull out of the ground:
4
13000
3000
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, animal, mineral, vegetable.
5
16000
2000
基本上就是動物、礦物、蔬菜，
00:30
And then you extract them out of the ground,
6
18000
2000
你從土地上取出這些東西，
00:32
and sell them on the open marketplace.
7
20000
2000
然後到公開的市場上販賣。
00:34
Commodities were the basis of the agrarian economy
8
22000
2000
貨品是農業經濟的基礎，
00:36
that lasted for millennia.
9
24000
3000
且持續了好幾千年。
00:39
But then along came the industrial revolution,
10
27000
2000
可是，之後發生了工業革命，
00:42
and then goods became the predominant economic offering,
11
30000
3000
商品成了主要的經濟產物，
00:45
where we used commodities as a raw material
12
33000
3000
我們將貨品當作原料，
00:48
to be able to make or manufacture goods.
13
36000
3000
用來製造或生產商品。
00:51
So, we moved from an agrarian economy to an industrial economy.
14
39000
3000
於是，我們從農業經濟轉入工業經濟。
00:54
Well, what then happened over the last 50 or 60 years,
15
42000
3000
而過去50或60年所發生的是
00:57
is that goods have become commoditized.
16
45000
2000
商品變得大眾化了。
00:59
Commoditized: where they're treated like a commodity,
17
47000
2000
大眾化就是對待商品像貨品一樣。
01:02
where people don't care who makes them.
18
50000
2000
人們不關心是由誰製造的。
01:04
They just care about three things and three things only:
19
52000
2000
人們只關心三件事情：
01:06
price, price and price.
20
54000
3000
價格、價格、價格。
01:09
Now, there's an antidote to commoditization,
21
57000
3000
有個對抗商品大眾化的辦法，
01:12
and that is customization.
22
60000
2000
那就是客製化。
01:14
My first book was called "Mass Customization" --
23
62000
2000
我的第一本書叫「大量客製化」，
01:16
it came up a couple of times yesterday --
24
64000
2000
昨天在演講上提過幾次。
01:18
and how I discovered this progression of economic value
25
66000
2000
書中提到我發現經濟價值的演進，
01:20
was realizing that customizing a good
26
68000
2000
是從了解到將商品客製化之後，
01:22
automatically turned it into a service,
27
70000
2000
將自動轉變成服務，
01:24
because it was done just for a particular person,
28
72000
2000
因為這是爲某個特定的人所做的事，
01:26
because it wasn't inventoried,
29
74000
2000
因為這是沒有庫存的。
01:28
it was delivered on demand to that individual person.
30
76000
3000
它是應需求而傳遞給特定的個人。
01:31
So, we moved from an industrial economy to a service-based economy.
31
79000
3000
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 10 or 20 years, what's happened is that
32
83000
2000
不過在過去10或20年內，
01:37
services are being commoditized as well.
33
85000
3000
服務竟然也被大眾化了。
01:40
Long-distance telephone service sold on price, price, price;
34
88000
2000
長途電話服務的銷售也只關心價格、價格、價格，
01:42
fast-food restaurants with all their value pricing;
35
90000
3000
速食餐廳提供所有的超值定價，
01:45
and even the Internet is commoditizing not just goods,
36
93000
2000
甚至連網路也不只是將商品大眾化而已，
01:47
but services as well.
37
95000
4000
連服務也大眾化了。
01:52
What that means is that it's time
38
100000
2000
這意味著，
01:54
to move to a new level of economic value.
39
102000
3000
轉移到新一層的經濟價值的時候到了。
01:57
Time to go beyond the goods and the services,
40
105000
2000
超越產品與服務的時候到了，
01:59
and use, in that same heuristic, what happens when you customize a service?
41
107000
3000
應用同樣的法則，當你客製服務後會產生什麼？
02:02
What happens when you design a service that is so appropriate for a particular person --
42
110000
4000
當你為特定的人設計，為當前的消費者提供
02:06
that's exactly what they need at this moment in time?
43
114000
2000
非常合適的服務時會如何呢？
02:08
Then you can't help but make them go "wow";
44
116000
2000
你必須讓他們大聲喊出「哇」！
02:10
you can't help but turn it into a memorable event --
45
118000
2000
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.
46
120000
4000
你不得不使服務變成一種體驗。
02:16
So we're shifting to an experience economy,
47
124000
2000
所以我們現在正轉移到體驗經濟，
02:18
where experiences are becoming the predominant economic offering.
48
126000
4000
體驗逐漸變成主要的經濟產物。
02:22
Now most places that I talk to,
49
130000
2000
在我演講的許多地方，
02:24
when I talk about experience, I talk about Disney --
50
132000
2000
當我提到體驗，我就會講到迪士尼--
02:26
the world's premier experience-stager.
51
134000
2000
世界上首位提供體驗的老手。
02:28
I talk about theme restaurants, and experiential retail,
52
136000
2000
我談論主題餐廳及實驗商店，
02:30
and boutique hotels, and Las Vegas --
53
138000
3000
精品旅館及拉斯維加斯--
02:33
the experience capital of the world.
54
141000
3000
世界的體驗首都。
02:36
But here, when you think about experiences,
55
144000
2000
但是在這裡當你講到體驗，
02:38
think about Thomas Dolby and his group, playing music.
56
146000
3000
你會想到湯瑪斯道比和他的團隊演奏音樂，
02:41
Think about meaningful places.
57
149000
2000
想想別具意義的地方，
02:43
Think about drinking wine,
58
151000
3000
想想喝葡萄酒，
02:46
about a journey to the Clock of the Long Now.
59
154000
3000
或是踏上邁向「萬年鐘」的旅程。
02:49
Those are all experiences. Think about TED itself.
60
157000
4000
這些全部都是體驗。想想TED本身，
02:53
The experience capital in the world of conferences.
61
161000
4000
座談會世界裡的體驗首都，
02:57
All of these are experiences.
62
165000
2000
這全都是體驗。
02:59
Now, over the last several years I spent a lot of time in Europe,
63
167000
2000
過去幾年我花很多的時間在歐洲，
03:01
and particularly in the Netherlands,
64
169000
2000
特別是在荷蘭，
03:03
and whenever I talk about the experience economy there,
65
171000
2000
每當我在那裡談到體驗經濟時，
03:05
I'm always greeted at the end with one particular question,
66
173000
3000
我總是會在演講最後被問到一個問題，
03:08
almost invariably.
67
176000
2000
幾乎每次都一樣。
03:10
And the question isn't really so much a question
68
178000
3000
那問題其實並不是個問題，
03:13
as an accusation.
69
181000
2000
而是一種指責。
03:15
And the Dutch, when they usually put it,
70
183000
2000
荷蘭人通常都會
03:17
it always starts with the same two words.
71
185000
2000
用同一種開頭，
03:19
You know the words I mean?
72
187000
2000
你知道我指的是什麼嗎？
03:21
You Americans.
73
189000
3000
“你們美國人”
03:24
They say, you Americans.
74
192000
2000
荷蘭人會說：你們美國人，
03:26
You like your fantasy environments,
75
194000
2000
你們喜歡自己夢幻的世界，
03:28
your fake, your Disneyland experiences.
76
196000
3000
你們假象的迪士尼樂園體驗。
03:31
They say, we Dutch, we like real,
77
199000
2000
他們又說：我們荷蘭人喜歡實質的、
03:33
natural, authentic experiences.
78
201000
4000
自然、真實的體驗。
03:37
So much has that happened that I've developed a fairly praticed response,
79
205000
4000
這問題出現的次數，多到讓我發展出一套標準答案。
03:41
which is: I point out that first of all,
80
209000
2000
那就是：首先我想指出，
03:43
you have to understand that there is no such thing
81
211000
2000
大家必須了解，
03:45
as an inauthentic experience.
82
213000
3000
“非真實的體驗” 並不存在。
03:48
Why? Because the experience happens inside of us.
83
216000
3000
爲什麼呢？因為體驗發生在我們體內，
03:51
It's our reaction to the events that are staged in front of us.
84
219000
2000
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 human beings,
85
222000
2000
所以，只要我們是真實的人類，
03:56
then every experience we have is authentic.
86
224000
3000
那麼我們所擁有的每個體驗都是真實的。
03:59
Now, there may be more or less natural or artificial
87
227000
2000
也許體驗中或多或少有些是，
04:01
stimuli for the experience,
88
229000
2000
自然或人工的刺激。
04:03
but even that is a matter of degree, not kind.
89
231000
4000
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 thing as a 100 percent natural experience.
90
235000
2000
而且，百分之百自然的體驗也不存在，
04:09
Even if you go for a walk in the proverbial woods,
91
237000
3000
即使你是到聞名的森林裡去散步，
04:12
there is a company that manufactured the car
92
240000
2000
還是有公司製造了車子，
04:14
that delivered you to the edge of the woods;
93
242000
2000
載你到森林的入口處去;
04:16
there's a company that manufactured the shoes that you have
94
244000
2000
也有公司製造了你所穿的鞋子，
04:18
to protect yourself from the ground of the woods.
95
246000
2000
來保護你的腳不受到傷害。
04:20
There's a company that provides a cell phone service you have
96
248000
2000
還有公司提供你所擁有的手機服務，
04:22
in case you get lost in the woods.
97
250000
2000
萬一你在森林裡迷路了可以用。
04:25
Right? All of those are man-made,
98
253000
2000
對吧！這些都是你帶進森林裡的人工產物，
04:27
artificiality brought into the woods by you,
99
255000
3000
單單是在那裡就非純自然的了。
04:30
and by the very nature of being there.
100
258000
3000
而我總是在結尾時，
04:34
And then I always finish off
101
262000
3000
提到這個問題，
04:37
by talking about -- the thing that amazes me the most about this question,
102
265000
3000
讓我覺得不可思議的地方，
04:40
particularly coming from the Dutch,
103
268000
2000
尤其是來自荷蘭人口中，
04:42
is that the Netherlands
104
270000
2000
那就是荷蘭
04:44
is every bit as manufactured as Disneyland.
105
272000
3000
跟迪士尼樂園一樣是人工的。
04:47
(Laughter)
106
275000
2000
(笑聲)
04:49
And the Dutch, they always go ...
107
277000
2000
最後荷蘭人總是會嘆息，
04:51
and they realize, I'm right!
108
279000
2000
然後明白我說的是對的。
04:53
There isn't a square meter of ground in the entire country
109
281000
2000
在荷蘭沒有一平方公尺的地，
04:55
that hasn't been reclaimed from the sea,
110
283000
2000
不是用填海造地的。
04:57
or otherwise moved, modified and manicured
111
285000
3000
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.
112
288000
2000
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 you ever go for a walk in the woods and all the trees are lined up in rows.
113
290000
3000
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)
114
293000
4000
(笑聲)
05:09
But nonetheless, not just the Dutch,
115
297000
2000
無論如何不只是荷蘭人，
05:11
but everyone has this desire for the authentic.
116
299000
2000
但是，每個人都渴望擁有最真實的體驗。
05:13
And authenticity is therefore
117
301000
2000
於是真實性
05:15
becoming the new consumer sensibility --
118
303000
3000
就變成了新的消費感知力--
05:18
the buying criteria by which consumers
119
306000
2000
成為決定消費者
05:20
are choosing who are they going to buy from,
120
308000
2000
選擇在哪裡購買，
05:22
and what they're going to buy.
121
310000
2000
以及購買什麼的條件。
05:24
Becoming the basis of the economy.
122
312000
2000
成為經濟結構的基礎。
05:26
In fact, you can look at how each of these economies developed,
123
314000
3000
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 business imperative,
124
317000
3000
每個經濟結構都有自己的商業模式，
05:32
matched with a consumer sensibility.
125
320000
2000
結合某種消費感知力。
05:34
We're the agrarian economy, and we're supplying commodities.
126
322000
2000
在農業經濟我們供應貨品，
05:36
It's about supply and availability.
127
324000
2000
關係到供應與可得性。
05:38
Getting the commodities to market.
128
326000
3000
將貨品送到市場上，
05:41
With the industrial economy, it is about controlling costs --
129
329000
3000
工業經濟則關心成本的掌控--
05:44
getting the costs down as low as possible
130
332000
2000
儘可能將成本降到最低，
05:46
so we can offer them to the masses.
131
334000
2000
好讓我們可以提供給大眾。
05:48
With the service economy, it is about
132
336000
3000
服務經濟則關係到
05:51
improving quality.
133
339000
2000
品質的改進。
05:53
That has -- the whole quality movement has risen
134
341000
2000
過去20或30年來，
05:55
with the service economy over the past 20 or 30 years.
135
343000
3000
服務經濟帶動了整個品質運動。
05:58
And now, with the experience economy,
136
346000
2000
而現在的體驗經濟，
06:00
it's about rendering authenticity.
137
348000
3000
則關係到呈現真實性。
06:03
Rendering authenticity -- and the keyword is "rendering."
138
351000
3000
呈現真實性關鍵字是呈現。
06:07
Right? Rendering, because you have to get your consumers --
139
355000
2000
因為身為商人你必須讓你的消費者--
06:09
as business people --
140
357000
2000
像商人一樣，
06:11
to percieve your offerings as authentic.
141
359000
3000
覺得你所提供的是真實的東西。
06:14
Because there is a basic paradox:
142
362000
2000
因為這裡有個基本的迷思：
06:16
no one can have an inauthentic experience,
143
364000
2000
沒有人可以擁有非真實性的體驗，
06:19
but no business can supply one.
144
367000
1000
但也沒有商人可以提供絕對真實的體驗。
06:22
Because all businesses are man-made objects; all business is involved with money;
145
370000
4000
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 is a matter of using machinery,
146
374000
3000
所有的商業都使用機器，
06:29
and all those things make something inauthentic.
147
377000
4000
而這些都會讓東西變成非真實的。
06:34
So, how do you render authenticity,
148
382000
3000
所以你如何呈現真實性
06:37
is the question.
149
385000
2000
就是一個問題。
06:39
Are you rendering authenticity?
150
387000
2000
你在呈現真實性嗎？
06:42
When you think about that, let me go back to
151
390000
2000
在你思考這個問題的同時，讓我回到
06:44
what Lionel Trilling, in his seminal book on authenticity,
152
392000
3000
萊諾.崔凌探討真實性的學術著作，
06:47
"Sincerity and Authenticity" -- came out in 1960 --
153
395000
3000
1960年寫的「誠意與真實性」，
06:50
points to as the seminal point
154
398000
2000
被當成是學術重點，
06:52
at which authenticity entered the lexicon,
155
400000
2000
你可以當作是將真實性
06:54
if you will.
156
402000
2000
編入了詞典。
06:56
And that is, to no surprise, in Shakespeare,
157
404000
3000
自然也出現在莎士比亞
06:59
and in his play, Hamlet.
158
407000
2000
劇作哈姆雷特當中，
07:01
And there is one part in this play, Hamlet,
159
409000
2000
在哈姆雷特當中的某場戲，
07:03
where the most fake of all the characters in Hamlet, Polonius,
160
411000
3000
劇中最虛假的波龍尼，
07:06
says something profoundly real.
161
414000
2000
道出了極度真實的事情。
07:08
At the end of a laundry list of advice
162
416000
2000
在一連串給他兒子
07:10
he's giving to his son, Laertes,
163
418000
2000
雷阿提斯的建議的末端，
07:12
he says this:
164
420000
2000
他說：
07:15
And this above all: to thine own self be true.
165
423000
4000
最重要的是忠於自我。
07:19
And it doth follow, as night the day,
166
427000
2000
如夜之繼日般奉行，
07:21
that thou canst not then be false to any man.
167
429000
3000
也不致對人虛假，
07:25
And those three verses are the core of authenticity.
168
433000
4000
而這三句話就是真實性的核心。
07:29
There are two dimensions to authenticity:
169
437000
3000
真實性有兩面，
07:32
one, being true to yourself, which is very self-directed.
170
440000
3000
其一是忠於自我，非常自我導向，
07:36
Two, is other-directed:
171
444000
2000
其二則是他人導向：
07:38
being what you say you are to others.
172
446000
3000
對外界忠於你所說的。
07:41
And I don't know about you, but whenever I encounter two dimensions,
173
449000
2000
我不知道你怎麼做，但每當我遇到兩個面向時，
07:43
I immediately go, ahh, two-by-two!
174
451000
2000
我就馬上想到啊！ 二乘以二！
07:45
All right? Anybody else like that, no?
175
453000
2000
有沒有人跟我一樣啊？沒有嗎？
07:47
Well, if you think about that, you do, in fact, get
176
455000
2000
當你這麼想的時候，事實上，你就會得到
07:50
a two-by-two.
177
458000
2000
二乘以二。
07:52
Where, on one dimension it's a matter of being true to yourself.
178
460000
4000
一方面你得忠於自我。
07:56
As businesses, are the economic offerings you are providing --
179
464000
2000
在商場上，你所提供的經濟產物，
07:58
are they true to themselves?
180
466000
3000
本身是否忠於自我呢？
08:01
And the other dimension is:
181
469000
2000
另一方面：
08:03
are they what they say they are to others?
182
471000
3000
它們在別人看來是否如描述的一樣呢？
08:07
If not, you have,
183
475000
2000
如果不是，結果就會變成，
08:09
"is not true to itself," and "is not what it says it is,"
184
477000
4000
不忠於自我以及並非如你所說的一樣，
08:13
yielding a two-by-two matrix.
185
481000
2000
產生一個二乘以二的矩陣圖
08:15
And of course, if you are both true to yourself,
186
483000
2000
當然如果你忠於自我，
08:17
and are what you say you are, then you're real real!
187
485000
2000
也真如你所說的那樣，那麼你就是真真！
08:19
(Laughter)
188
487000
3000
(笑聲)
08:22
The opposite, of course, is -- fake fake.
189
490000
3000
相反的當然就是假假。
08:26
All right, now, there is value for fake.
190
494000
2000
虛假其實還是有價值的。
08:28
There will always be companies around to supply the fake,
191
496000
2000
總是會有公司提供假的東西，
08:30
because there will always be desire for the fake.
192
498000
2000
因為總是會有對假貨的渴望存在。
08:32
Fact is, there's a general rule: if you don't like it, it's fake;
193
500000
2000
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.
194
502000
3000
如果你喜歡那就是人造的。
08:37
(Laughter)
195
505000
3000
(笑聲)
08:43
Now, the other two sides of the coin are:
196
511000
3000
硬幣的另外兩面是：
08:46
being a real fake --
197
514000
2000
成為真的假，
08:48
is what it says it is,
198
516000
2000
那就是產品忠於它所說的，
08:50
but is not true to itself,
199
518000
2000
但卻不是忠於自我的，
08:52
or being a fake real:
200
520000
2000
另外就是成為一個假的真：
08:54
is true to itself, but not what it says it is.
201
522000
3000
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
202
525000
2000
你可以說這兩種
08:59
better than being fake fake -- not quite as good as being real real.
203
527000
3000
都比假假要來得好--雖然還不如真真的好。
09:02
You can contrast them by thinking about
204
530000
2000
你可以拿
09:05
Universal City Walk versus
205
533000
2000
環球影城商店街與
09:07
Disney World, or Disneyland.
206
535000
2000
迪士尼世界或迪士尼樂園做個比較。
09:09
Universal City Walk is a real fake --
207
537000
2000
環球影城商店街是真的虛假--
09:11
in fact, we got this very term
208
539000
2000
事實上，我們是從
09:13
from Ada Louise Huxtable's book, "The Unreal America."
209
541000
2000
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 book, where she talks about Universal City Walk as --
210
544000
3000
那是一本好書，描述環球影城商店街是假的。
09:19
you know, she decries the fake, but she says, at least that's a real fake,
211
547000
3000
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 the facade, right?
212
550000
3000
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 Studio;
213
553000
2000
它如自己所說的它就是環球影城;
09:27
it's in the city of Los Angeles; you're going to walk a lot.
214
555000
3000
在洛杉磯市區而且你需要走很多路。
09:30
Right? You don't tend to walk a lot in Los Angeles,
215
558000
2000
在洛杉磯人們不太走路，
09:32
well, here's a place where you are going to walk a lot,
216
560000
2000
可是在這個地方你可以在戶外走很多路，
09:34
outside in this city.
217
562000
2000
就在城市裡。
09:36
But is it really true to itself?
218
564000
3000
不過它真的忠於自我嗎？
09:39
Right? Is it really in the city?
219
567000
2000
它真的是在城市裡嗎？
09:41
Is it --
220
569000
3000
它是--
09:44
you can see behind all of it,
221
572000
2000
你可以看穿後台的東西，
09:46
and see what is going on in the facades of it.
222
574000
2000
也可以看見前台正在發生的事情，
09:48
So she calls it a real fake.
223
576000
2000
所以賀克斯苔博說環球影城是真的假。
09:50
Disney World, on the other hand, is a fake real,
224
578000
2000
相反的迪士尼世界是假的真，
09:52
or a fake reality.
225
580000
2000
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 kingdom.
226
582000
3000
它並非如同它所說的不是真的神奇國度。
09:58
(Laughter)
227
586000
4000
(笑聲)
10:02
But it is -- oh, I'm sorry, I didn't mean to --
228
590000
2000
噢！抱歉，我並不是故意的，
10:04
(Laughter)
229
592000
1000
(笑聲)
10:05
-- sorry.
230
593000
2000
--抱歉。
10:07
We won't talk about Santa Claus then.
231
595000
2000
我保證不會再說聖誕老公公。
10:09
(Laughter)
232
597000
1000
(笑聲)
10:10
But Disney World is wonderfully true to itself.
233
598000
3000
但是迪士尼世界確實非常忠於自我，
10:13
Right? Just wonderfully true to itself.
234
601000
2000
極度的忠於自我。
10:15
When you are there you are just immersed
235
603000
2000
當你在那裡，整個人就沉浸在
10:17
in this wonderful environment.
236
605000
3000
那美好的世界裡。
10:20
So, it's a fake real.
237
608000
2000
所以它是假的真。
10:23
Now the easiest way
238
611000
2000
要失敗
10:25
to fall down in this,
239
613000
2000
最簡單的方法，
10:27
and not be real real,
240
615000
2000
且不要成為真的真實，
10:29
right, the easiest way not to be true to yourself
241
617000
2000
不要忠於自我最簡單的方法就是
10:31
is not to understand your heritage,
242
619000
2000
不要去了解你自己的傳統，
10:34
and thereby repudiate that heritage.
243
622000
2000
也就是跟你的傳統斷絕關係。
10:36
Right, the key of being true to yourself is knowing who you are as a business.
244
624000
4000
忠於自我的關鍵就是，了解你是什麼樣的商業，
10:40
Knowing where your heritage is: what you have done in the past.
245
628000
3000
了解你的傳統在哪裡你過去做了什麼？
10:43
And what you have done in the past limits what you can do,
246
631000
3000
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, in the future.
247
634000
3000
基本上就是未來你可以逃脫掉的事，
10:49
So, you have to understand that past.
248
637000
3000
所以，你必須了解那個歷史。
10:52
Think about Disney again.
249
640000
2000
再拿迪士尼做比喻。
10:54
Disney,
250
642000
2000
迪士尼，
10:56
10 or 15 years ago, right,
251
644000
2000
在10或15年前，
10:58
the Disney -- the company that is probably
252
646000
2000
迪士尼可能是
11:00
best-known for family values out there,
253
648000
3000
眾所皆知最標榜家庭價值的公司，
11:03
Disney bought the ABC network.
254
651000
3000
迪士尼買下了ABC電視網，
11:06
The ABC network, affectionately known in the trade
255
654000
2000
ABC電視網在商場上被暱稱為
11:08
as the T&A network, right --
256
656000
2000
T&A <胸臀>電視網--
11:10
that's not too much jargon, is it?
257
658000
2000
這沒有用太多術語吧！
11:12
Right, the T&A network. Then it bought Miramax,
258
660000
2000
接著T&A電視網，又買了Miramax電影公司，
11:14
known for its NC-17 fare,
259
662000
2000
以NC-17限制級影片出名。
11:16
and all of a sudden, families everywhere
260
664000
2000
突然間各地所有的家庭，
11:18
couldn't really trust what they were getting from Disney.
261
666000
2000
就無法信任迪士尼所播出的節目了。
11:20
It was no longer true to its heritage;
262
668000
2000
迪士尼不再忠於自己的傳統;
11:22
no longer true to Walt Disney.
263
670000
2000
也不在忠於華特迪士尼。
11:24
That's one of the reasons why they're having such trouble today,
264
672000
2000
這就是今天他們為何會面臨困境的原因之一，
11:26
and why Roy Disney is out to get Michael Eisner.
265
674000
3000
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 to itself.
266
678000
3000
因為迪士尼已經不再忠於自我了。
11:33
So, understand what -- your past limits what you can do in the future.
267
681000
4000
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 what you say you are, the easiest mistake that companies make
268
686000
3000
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
269
689000
2000
他們刊登
11:43
things that they are not.
270
691000
3000
不實的廣告。
11:47
That's when you're perceived as fake, as a phony company --
271
695000
2000
於是人們就視你為假的謊騙的公司--
11:49
advertizing things that you're not.
272
697000
2000
去廣告非你所說的那種產品。
11:51
Think about any hotel, any airline,
273
699000
2000
試想任何一家旅館、航空、
11:53
any hospital.
274
701000
2000
醫院，
11:55
Right, if you could check into the ads, you'd have a great experience.
275
703000
3000
如果你看廣告，你會得到一個很棒的體驗。
11:58
(Laughter)
276
706000
2000
(笑聲)
12:00
But unfortunately, you have to experience the actual hotel,
277
708000
3000
可惜的是，你必須體驗旅館航空、
12:03
airline and hospital, and then you have that disconnect.
278
711000
3000
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 that you are phony.
279
714000
3000
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 what you say you are,
280
717000
3000
所以要忠於你所說的第一個法則就是，
12:13
is to provide places for people to experience
281
721000
3000
提供一個地方讓人去體驗
12:16
who you are.
282
724000
2000
你是什麼。
12:18
For people to experience who you are.
283
726000
2000
讓人去體驗你是什麼。
12:20
Right, it's not advertising does it.
284
728000
2000
廣告無法做到這點。
12:22
That's why you have companies like Starbucks,
285
730000
3000
這就是為什麼有像星巴克這樣的企業，
12:26
right, that doesn't advertise at all.
286
734000
3000
從來不登廣告，
12:29
They said, you want to know who we are, you have to come experience us.
287
737000
3000
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 value they have provided
288
741000
2000
想想看他們透過這體驗
12:35
by that experience.
289
743000
3000
所提供的經濟價值，
12:38
Right? Coffee, at its core, is what?
290
746000
2000
咖啡的核心是什麼呢？
12:41
Right? It's beans; right? It's coffee beans.
291
749000
3000
就是咖啡豆，對吧？咖啡豆。
12:44
You know how much coffee is worth, when treated as a commodity as a bean?
292
752000
3000
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 -- that's what coffee is worth.
293
756000
3000
一杯只要2或3分錢這就是咖啡的價值，
12:51
But grind it, roast it, package it, put it on a grocery store shelf,
294
759000
3000
但是研磨、烘烤、包裝，再放到商店架子上，
12:54
and now it'll cost five, 10, 15 cents,
295
762000
2000
價格就變成5、10、15分錢了。
12:56
when you treat it as a good.
296
764000
2000
被當作商品之後。
12:59
Take that same good,
297
767000
2000
把同樣的商品，
13:01
and perform the service of actually brewing it for a customer,
298
769000
3000
拿來實地爲消費者燒煮，
13:04
in a corner diner, in a bodega, a kiosk somewhere,
299
772000
2000
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
300
774000
2000
一杯咖啡的價格
13:08
per cup of coffee.
301
776000
2000
就提升到50分或一塊錢。
13:10
But surround the brewing of that coffee
302
778000
2000
若是將煮咖啡的動作
13:12
with the ambiance of a Starbucks,
303
780000
2000
加入星巴克的氣氛，
13:14
with the authentic cedar that goes inside of there,
304
782000
3000
室內有西洋杉原木的裝潢，
13:17
and now, because of that authentic experience,
305
785000
2000
現在因為多了這原汁原味的體驗，
13:19
you can charge two, three, four, five dollars
306
787000
3000
一杯咖啡就可以賣上二、三、
13:22
for a cup of coffee.
307
790000
2000
四、五塊錢，
13:26
So, authenticity is becoming
308
794000
2000
於是真實性開始變成
13:28
the new consumer sensibility.
309
796000
3000
消費感知力。
13:31
Let me summarize it, for the business people in the audience,
310
799000
3000
讓我爲在座的商人做個總結，
13:34
with three rules, three basic rules.
311
802000
3000
這裡有三個基本規則，
13:37
One, don't say you're authentic
312
805000
2000
第一、不要說自己是真實的，
13:40
unless you really are authentic.
313
808000
3000
除非你真的是真實的。
13:44
Two, it's easier to be authentic
314
812000
2000
第二、當你不說自己是真實的，
13:46
if you don't say you're authentic.
315
814000
2000
就會比較容易成為真實的。
13:50
And three, if you say you're authentic,
316
818000
2000
第三、如果你說自己是真實的，
13:53
you better be authentic.
317
821000
3000
你最好就是真實的。
13:56
And then for the consumers, for everyone else in the audience,
318
824000
3000
接著讓我為其他消費者以及在座的其他觀眾
13:59
let me simply summarize it by saying, increasingly,
319
827000
2000
做個總結，漸漸地，
14:01
what we -- what will make us happy,
320
829000
4000
未來將讓我們快樂的是，
14:05
is spending our time and our money
321
833000
3000
花錢、花時間，
14:09
satisfying the desire for authenticity.
322
837000
3000
滿足我們對真實的渴望。
14:12
Thank you.
323
840000
2000
謝謝各位！
ABOUT THE SPEAKER
Joseph Pine - WriterA 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.
Joseph Pine | Speaker | TED.com