Joe Pine

Time is the key differentiator between services and experiences, whether one charges for it (yet) or not. If your company wants to spend less time with your customers – and they want to spend less time with you – than you’re already on the path to commoditization. But if you want to spend more time with your customers, and they want to spend more time … [ Read more ]

B. Joseph Pine and James H. Gilmore

While commodities are fungible, goods are tangible, services are intangible, experiences are memorable and transformations are effectual. All other economic offerings have no lasting consequence beyond their consumption.


Focus groups should be dumped. Instead, real customers should be observed in real settings.

Customer Satisfaction Is No Longer Enough

With so many surveys finding customers happy, why are they so disloyal? There’s a better way of measuring what customers think.