Authenticity
What Consumers Really Want
Harvard Business Review Press, 2007
Category:
Sales & Marketing
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(3)In this summary you will learn
- What authenticity is
- How it can be a source of competitive advantage
- How to deliver it
Why you should read Authenticity
“When we say a thing or an event is real,” wrote Pulitzer-winning novelist Carol Shields, “we honor it. But when a thing is made up – regardless of how true and just it seems – we turn up our noses.” In an increasingly manufactured world, though, how can you give customers the genuine article? That’s the question James H. Gilmore and B. Joseph Pine II answer in this comprehensive, polished and entertaining analysis of authenticity. Wandering through such diverse fields as existential philosophy, architectural criticism and even relativistic physics, the authors carefully gather the ingredients of authenticity. The diverse brew they concoct, though in places turbid, is eminently drinkable. getAbstract recommends this clever and provocative exploration of authenticity that will continue to ferment in your mind and affect your strategy long after its crisp finish.
About the Authors
James H. Gilmore and B. Joseph Pine II co-founded a strategy consultancy and wrote the bestseller The Experience Economy.
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