Interesting. A couple of notes I made:
- Experiences > Services > Goods > Commodities
- Experiences are about Rendering the Authenticity
- Services are about Improving the Quality
- Goods are about Controlling the Costs
- Commodities are about Supplying the Availability
- Basic paradox: No one can have an inauthentic experience but no business can supply and authentic experience because all businesses are man-made objects.
- 4 possible states of authenticity (2x2 matrix):
- Real real: IS what it says it is, IS true to itself
- Fake fake: Is NOT what it says it is, is NOT true to itself.
- Real fake: IS what it says it is, is NOT true to itself
- Fake real: Is NOT what it says it is, IS true to itself
- Coffee beans as a commodity is $0.02 to $0.04 cents a cup.
- Roast it, grind it, make it available on a grocery shelf, now it's treated as a good at $0.10 to $0.15 cents per cup.
- Take that good, brew it somewhere, now it's a service and you get maybe $0.50 to $1.00 per cup.
- Surround the brewing of the coffee with ambiance of Starbucks and their authenticity, it's now an experience and you can charge $4.00 to $5.00 per cup.
- Don't say you're authentic if you're not authentic.
- It's easier to be authentic if you don't say you're authentic.
- If you say you're authentic, you better be authentic.
Side note: Makes me a little happy that my functional group at work is called Experience Design.