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Masters of Storytelling: Joe Pine


“The better you customize to your customers, the more they’re going to benefit. The more they benefit, the more they’re willing to interact with you. And every interaction is an opportunity to learn. That’s when you can really create this strong competitive advantage.”

B. Joseph Pine II is an internationally acclaimed author, speaker, and management advisor to Fortune 500 companies and entrepreneurial start-ups alike. 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.

Joe Pine

In 1999 Mr. Pine and his partner James H. Gilmore wrote the best-selling book ‘The Experience Economy: Work Is Theatre & Every Business a Stage’, which demonstrates how goods and services are no longer enough; what companies must offer today are experiences – memorable events that engage each customer in an inherently personal way. Joe is also co-author of ‘Authenticity: What Consumers Really Want’, which recognizes that in a world of increasingly paid-for experiences, people no longer accept the fake from the phony, but want the real from the genuine; and ‘Infinite Possibility: Creating Customer Value on the Digital Frontier’, on how to use digital technology to stage experiences that fuse the real and the virtual. 

In his speaking and teaching activities, Mr. Pine has addressed both 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.

In this episode of Masters of Storytelling, Maya talks to Joe about the art of packaging ideas, the difference between fake and faux, and why if you treat your customers like the individuals that they are they will be your customers forever. 

Listen now on Apple and Spotify.

Join Joe on Substack while he works on his new book on the Transformation Economy: 

For more information about Joe Pine, visit:

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