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Speaking to the World

B. Joseph  Pine

B. Joseph Pine

Author & Co-Founder, Strategic Horizons LLP


  1. Joseph Pine II is an internationally acclaimed author, speaker, and management advisor to Fortune 500 companies and entrepreneurial start-ups. He is cofounder of Strategic Horizons LLP, a thinking studio dedicated to helping businesses conceive and design new ways of adding value to their economic offerings.

In 1999, Pine and his partner James H. Gilmore wrote the best-selling book The Experience Economy: Work Is Theatre & Every Business a Stage, which argues that companies can no longer simply provide goods and services today—they must offer experiences: memorable events that engage each customer in an inherently personal way. Published in 15 languages and named one of the 100 best business books of all time by 800CEORead, The Experience Economy is now out in an updated paperback edition with new ideas, new frameworks, and many, many new exemplars.

In the summer of 2011, Pine also released Infinite Possibility: Creating Customer Value on the Digital Frontier, which explains how companies can use digital technology to stage experiences that fuse the real and the virtual. At its core is a new framework called “the multiverse” that builds on the fundamental nature of the created universe—time, space, and matter—by showing how digital technology flips each of these dimensions on their head to create new worlds, first in our imagination and then in our experience.

Along with Gilmore, in 2007 he wrote Authenticity: What Consumers Really Want, which charges that in a world of increasingly paid-for experiences, people no longer accept anything fake or phony but want what is real and genuine. The book was named one of the top ten business books of the year by Amazon.com and was featured in a cover story in Time magazine on “10 ideas that are changing the world.”

Pine’s first book was the award-winning Mass Customization: The New Frontier in Business Competition, which details the shift companies are making from mass producing standardized goods to mass customizing goods and services that efficiently fulfill the wants and needs of individual customers. The Financial Times chose it as one the seven best business books of 1993. He and Gilmore followed this up in 2000 by editing a collection of Harvard Business Review articles entitled Markets of One: Creating Customer-Unique Value through Mass Customization.

Pine has also written numerous articles for the Harvard Business Review, The Wall Street Journal, Chief Executive, Worldlink, CIO, Strategy & Leadership, and the IBM Systems Journal, among many others. Prior to beginning his writing and speaking activities, he held a number of technical and managerial positions with IBM. He is frequently quoted in Forbes, The New York Times, Wired, USA TODAY, Investor’s Business Daily, Fortune, Bloomberg BusinessWeek, and Industry Week and on ABC News and Good Morning America.

An acclaimed speaker and teacher, Joseph Pine has addressed the World Economic Forum and TED and is a visiting scholar with the MIT Design Lab. He has also taught at Penn State, Duke Corporate Education, the University of Minnesota, UCLA’s Anderson Graduate School of Management, and the Harvard Design School. He serves on the editorial boards of Strategy & Leadership and Strategic Direction, is honorary editor of The International Journal of Mass Customization, and is a senior fellow with both the Design Futures Council and the European Centre for the Experience Economy, which he co-founded. Read Less ^

Speaker Videos

An Experience Economy

Speech Topics

Infinite Possibility: Creating Customer Value Through Digital Technology

The explosion of digital technology in the lives of consumers requires a new way of thinking about how to use that technology to create economic value. To remain relevant, companies must incorporate technology to create innovative new offerings and super-charge their marketing efforts. In this session, Joe Pine offers businesses a new way of thinking to help them explore the infinite possibility for creating customer value on the digital frontier.

Welcome to the Experience Economy

Apple, Build-a-Bear, Cirque du Soleil, ING Direct Café, the Geek Squad. Do these companies conjure up images of mere goods and services, or do they invoke something more—something visceral? Welcome to the Experience Economy, where businesses must form unique connections in order to secure customer affections and ensure economic vitality. In this thought-provoking speech, Joe Pine takes this enduring idea and applies it to the demands of today's increasingly time-starved world. With both new models, refreshed examples, and an insightfully different perspective for our digital age, this presentation offers a practical approach for helping companies engage customers in personal and memorable ways.

Get Real: The Authenticity Imperative

In a world filled with mediated and staged experiences, consumers are now making decisions based on how real they perceive various offerings to be. As a result, enterprises must become adept at rendering authenticity. Finding ways to tap into this emerging sensibility will become essential for success in years and decades to come. These new ideas will truly help businesses discover who and what they are—and what they are not—and discover how to best portray that to customers.

The Experience IS the Marketing

In this presentation, Joe Pine shares an unblushing look at the failure of traditional marketing and what will replace it. He shares real-world examples, unveils the Location Hierarchy Model, and makes the case for the emergence of a new executive: the Chief eXperience Officer (CXO).

Understanding Customer Sacrifice

In this presentation, Joe Pine explains that customer sacrifice is the gap between what customers settle for and what they really want. He details his model for rethinking the traditional metric of customer satisfaction and helps the audience discover hidden opportunities for innovation and differentiation.

Mass Customization

The most innovative companies are rapidly embracing a new paradigm of management—mass customization—which allows them the freedom to create greater individuality in their products and services at desirable prices. In this presentation based on Joe Pine’s pioneering 1993 book, Mass Customization: The New Frontier in Business Competition, Pine shares his secrets into providing mass customization.