Other Writings
Pine & Gilmore have bylined more than 90 articles between the two of them (and generally together). Here are just a few:
"Keep It Real "
Marketing Management | January/February 2008
In this lengthy article for the American Marketing Association's publication, Pine & Gilmore touch on nearly all the key concepts for learning to understand, manage, and excel at rendering authenticity.
"Get Real: Hire a Chief Experience Officer"
Marketing Daily | November 2007
As advertising and marketing campaigns increasingly fail to reach their intended audiences, Joe Pine and Jim Gilmore admonish companies to designate a Chief Experience Officer and suggest a method for measuring the effectiveness of staging experiences vs. spending on advertising.
"Keeping Marketing's Promises"
strategy + business | November 2007
The fundamental problem with advertising: It’s a phoniness-generating machine. The solution that forces a company to be what it says it is: placemaking.
"Dealing Authentically with Customers"
Deluxe Knowledge Quarterly | Fourth Quarter 2007
Some pointers for how to react authentically with mistakes happen ... and let's face it -- they do happen. How you handle these bumps says as much, if not more, about your business then when things are running smoothly.
Apple's "Phony" Reaction to iPhone Customers
& James H. Gilmore
Harvard Business Online | September 2007
A precipitous $200 price reduction on Apple’s iPhone, then a ham-handed $100 rebate offer to existing customers bruised the iconic company’s reputation. Pine & Gilmore offer alternative approaches to help Apple recapture its legendary appeal.
"Mass Customizing the Training Industry"
and Stephen L. Cohen
T+D Magazine | June 2007
As explained in this article for T+D, the house magazine for the American Society of Training & Development, mass customization is a way to bring more efficiency and effectiveness to training, thus adding value to every organization that embraces learning as a means to achieving improved business results.
"Escape the Commoditization Trap"
Forward | May 2007
In an article for the Metals Service Center Institute, Joe sheds some light on the tensil strength necessary to move the metals industry from commodity provider to experience stager. Heavy lifting indeed!
"Learning from Starbucks"
& James H. Gilmore
BMR | February 2007
Pine & Gilmore unlock the secrets of Starbuck's success, but only if you can read Chinese. Enjoy!
"Customer Experiences Rule"
& Paul McAdam
Banking Strategies Magazine | November 2006
Joe Pine expands on why new research by BAI, the
financial services industry’s leading professional organization, shows that improving the customer experience is the best means for retail banks to differentiate themselves and avoid commoditization.
"Customers First 2006"
Fast Company Blog | September-October 2006
A compenduim of observations, insights and commentary Jim Gilmore blogged for Fast Company's online site. Full of interesting musings on everything from sports to tourism to fastfood and more.
"Wanted: Chief eXperience Officers"
Event ROI | Spring 2006
Pine & Gilmore build the case for advancement of a new C-suite position: the Chief eXperience Officer - an executive level position responsible for overseeing the design, scripting, and staging of customer experiences. Not to be confused with traditional marketing responsibilities.
"Achieving Infinite ROI"
By B. Joseph Pine II & James H. Gilmore
Event ROI | Fall 2005
Pine & Gilmore propose a new method of allocating and measuring marketing and promotion dollars, with a surpising outcome. Imagine going in to a CEO
or CFO during your next budget cycle
and demonstrating how you will achieve
infinite ROI on your next marketing campaign!
"Creating Economic Value with Engaging Experiences"
Deluxe Knowledge Quarterly |
First Quarter 2004
The best way to market any product is with an
experience so engaging that potential customers can't help but pay
attention - an pay up as a result.
"2003 Strategic Horizons thinkAbout Top 10"
www.StrategicHorizons.com |
November 2003
A countdown of the Top 10 Experiences of the Year,
as unveiled by Pine & Gilmore at the 2003 Strategic Horizons thinkAbout in
New York.
"Frontiers of the Experience Economy"
Batten Briefings | Fall 2003
Opportunities abound for new offerings in the Experience Economy. Prime industries include entertainment, wealth care, retail tourism and health care. As the Experience Economy matures, the Transformation Economy will emerge to supplant it.
"Be the Business"
Event Marketer | August 2003
Merely calling an offering an experience doesn't make it so. Marketers must think like experience stagers where the reality of the offering truly live up to the hype.
"A Place We've Dreamed of...Where Sales Fly High"
Strategic Horizons LLP 2003 thinkAbout
Invitation | June 2003
Meet our very first Experience Stager of the Year
award winner, a consumer goods company that recognized the value of
paid-for experiences.
"All About thinkAbout"
Strategic Horizons LLP 2003 thinkAbout
Invitation | June 2003
thinkAbout burst onto the business scene in 1998.
It’s back again, reuniting Pine & Gilmore with scores of likeminded
individuals interested in exploring the outer reaches of the Experience
Economy.
"Biting the Big Apple"
Strategic Horizons LLP 2003 thinkAbout
Invitation | June 2003
Take a tour of one of the premier experience hubs in
the U.S., and learn to apply the principles of the Experience Economy to
your business.
"Comedy with a Straight Face"
Strategic Horizons LLP 2003 thinkAbout
Invitation | June 2003
The second EXPY award winner uses theatre to turn an
ordinary service into an engaging consumer and B2B experience.
"Getting Real"
Strategic Horizons LLP 2003 thinkAbout
Invitation | June 2003
As a new consumer sensibility arises, businesses
must learn how to quench the thirst for authenticity.
"Le'go My LEGO!"
Strategic Horizons LLP 2003 thinkAbout
Invitation | June 2003
the 2002 Experience Stager of the Year award winner
is the best example we know of a company whose experience portfolio
encompasses all ten levels of our Location Hierarchy Model.
"Positions Please"
Strategic Horizons LLP 2003 thinkAbout
Invitation | June 2003
Where to hold the New York thinkAbout in 2003? The
only possible place: The Marriott Marquis on Times Square.
"The Joy of Theming"
Strategic Horizons LLP 2003 thinkAbout
Invitation | June 2003
The 2001 EXPY award winner themes in an incredibly
effective way – and impressed us so much that we held our 2002 thinkAbout
at one of its venues!
"The Making of the EXPY"
Strategic Horizons LLP 2003 thinkAbout
Invitation | June 2003
How this 3-D representation of our book cover,
depicting a commedia dell’arte performer, came to be.
"The Message of Midway"
EM Magazine |
January/February 2003
Midway Airport, once a forgettable destination for
weary travelers, has remade itself into an engaging experience stager with
the creation of "Midway Boulevard".
"Getting Serious About Experiences"
Event Marketer | December 2002/January 2003
The provocation: steal 20% of your traditional marketing budget to design and stage high-impact marketing experiences that will generate demand for your offerings.
"Das Erlebnis ist das Marketing"
GDI_IMPULS | Issue
2.02 (February 2002)
In German. Das Erlebnis Ist Das Marketing. Eine neue
Standort-Hierarchie-Theorie hilft den Unternehmen, wie und wo sie ihre
Erlebnisse inszenieren sollen.
"Differentiating Hospitality Operations via Experiences: Why Selling
Services Is Not Enough"
Cornell Hotel & Restaurant Administration
Quarterly | June 2002
Creating a memorable experience is a powerful way to
differentiate one hospitality operation from another. [The link provides
an article summary by the publisher. The complete text of the article is
available for purchase on the summary page.]
"Experiences Drive Economic Demand"
Economic Trends |
December 2002, Issue No. 6, pp. 32-34.
Commodity suppliers, goods manufacturers and service
providers are all turning to experiences as a way to drive economic
demand.
"R.I.P. MLB"
Context | Winter
2002/2003
Major League Baseball, in the midst of rapidly
declining game attendance, gets some pointers on surviving in the
Experience Economy.
"The
Experience Is the Marketing"
Amazon.com eDoc |
August 26, 2002
An original eDoc from Strategic Horizons. An
unblushing look at the failure of traditional marketing and what will
replace it. Full of real-world examples, the insightful Location Hierarchy
Model, and the business argument for the emergence of a new executive – the Chief Xperience Officer (CXO).
"Transforming Business by Making it an Experience"
Business: The Ultimate Resource | August 2002, pp. 69-70.
What business are you really in? Going beyond merely providing goods and services. Joe Pine’s article on business transformations appears in this highly respected compendium of business theories and practices.
"The Power of Intentional Design"
DesignIntelligence |
www.designintelligence.com
Explores how the principles of mass customization
and intentional design encourage designers to stage experiences that
transparently deliver exactly what customers want.
"Experience Economy: All the World’s a Stage!"
Future: The Aventis Magazine
| January 2001
As experiences become increasingly common,
life-transforming experiences – transformations – will become a fifth and
final type of distinct economic offering, and a few industries including
healthcare are leading the way.
"Learning Las Vegas"
Entertainment Management |
July 2001
In the Experience Economy, Las Vegas in the
experience capital of the world. And get ready because, for better or
worse, everything in Las Vegas IS coming to your town.
"The Great Lie: Focus-Pocus"
Context | April/May
2001
Focus groups should be dumped. Instead, real
customers should be observed in real settings.
"Welcome to the Experience Economy"
Health Forum Journal |
September/October 2001
For the healthcare industry it's no longer just
about healing: patients want a personal transformation.
"Adam Smith, Meet Mickey Mouse"
WorldLink |
November/December 1999
Just as the service economy trounced the Industrial
Age earlier this century, now it is time to make way for the Experience
Economy.
"All The World's a Stage"
Context | Spring 1999
The emerging Experience Economy demands recognizing
that any work observed directly by a customer is an act of theatre.
"Are You Experienced?"
The Industry Standard |
April 9, 1999
The internet is the greatest force of
commoditization known to man. In the Internet Economy, delivering goods
and services is no longer enough. Internet companies must do more: They
need to stage experiences.
"Die Erlebnisokonomie"
GDI_IMPULS | Issue
3.99 (March 1999)
In German: Die Erlebnisokonomie. Sind Sie bereit fur
eine Wirtschaft jenseits von Gutern und Dienstleistungen?
"In Search of the Experience Economy"
Customer Relationship Technology in Finance
| April 1999, pp. 5-7
Those firms that shift beyond delivering financial
services to staging financial experiences and guiding financial
transformations will ward off the commoditization that threatens service
firms everywhere. Those that do not will find themselves subject to the
vagaries of a very competitive and ruthless marketplace.
"The Experience Economy: Funeral Goods and Services are No Longer Enough"
The Director | July
1999
People are commemorating the loss of their loved
ones in increasingly unique ways. Few funeral homes, however, offer unique
memorable experiences. The complete text of this article is available for
purchase at www.nfda.org/directorArticle.php?eID=642&arc=1
"What Business are You Really In?"
Chief Executive |
October 1999, Issue No. 148
CEOs and other chief executives will need to
reexamine their offerings in light of the emergence of the Experience
Economy.
"Customer Satisfaction is No Longer Enough"
Context | Winter 1998
Customer satisfaction is not a true measure of the
connection a company makes with customers, even though thousands of
companies rely on those "How are we doing?" surveys. Companies need to
turn the question inside out. Instead of asking how we did, companies need
to ask what you, the customer, want. That means understanding what we call
customer sacrifice: the gap between what a customer settles for and what
he wants exactly.
"Welcome to the Experience Economy"
Harvard Business Review |
July/August 1998
In one of the earliest articulations of their ideas,
Pine & Gilmore make the case for the emergence of the Experience Economy
and unveil several key models including The Progression of Economic Value
and The Four Realms of an Experience.
"You're Only As Agile As Your Customers Think"
Agility & Global Competition
| Vol. 2, No. 2
Variety is not the same as customization. For
manufacturers, mass customization yields greater flexibility, efficiency
and an overall lower cost structure in meeting the unique needs of every
customer.
"Beyond Goods and Services"
Strategy & Leadership |
May/June 1997
A milestone article that foreshadows many of the
major viewpoints expressed in The Experience Economy including the
progression of economic value, staged experiences and transformations. A
must read.
"How to Profit From Experience"
Wall Street Journal |
August 4, 1997
A primer on the Experience Economy and a look at
some early adopters of its principles.
"The Four Faces of Mass Customization"
Harvard Business Review |
January/February 1997
Powerful new frameworks to help companies determine
the types of customization they should pursue.
"Do You Want to Keep Your Customers Forever?"
Harvard Business Review |
March/April 1995
Customers do not want more choices. They just want
exactly what they want. A company that aspires to give customers exactly
what they want must use technology to become two things: a mass customizer
that efficiently provides individually customized goods and services, and
a one-to-one marketer.
"Making Mass Customization Work"
Harvard Business Review |
September/October 1993
Mass customization entails breaking up the tightly
integrated networks that form the backbone of the continuous improvement
organization and creating a loosely linked collection of autonomous
modules.