Monday, February 23, 2009

TED Talk: What do consumers really want?

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):
    1. Real real: IS what it says it is, IS true to itself
    2. Fake fake: Is NOT what it says it is, is NOT true to itself.
    3. Real fake: IS what it says it is, is NOT true to itself
    4. Fake real: Is NOT what it says it is, IS true to itself
  • The economic experience Starbucks has provided:
    • 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.
  • Summary for business people:
    1. Don't say you're authentic if you're not authentic.
    2. It's easier to be authentic if you don't say you're authentic.
    3. If you say you're authentic, you better be authentic.
  • Summary for the consumers: Increasingly, what will make us happy is spending our time and our money satisfying our desire for authenticity.

Side note: Makes me a little happy that my functional group at work is called Experience Design.

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