Authenticity: What Consumers Really Want

Authenticity: What Consumers Really Want

By James H Gilmore and B Joseph Pine Ii

Contrived. Disingenuous. Phony. Inauthentic. Do your customers use any of these words to describe what you sell--or how you sell it. If so, welcome to the club. Inundated by fakes and sophisticated counterfeits, people increasingly see the world in terms of real or fake. They would rather buy something real from someone genuine rather than something fake from some phony.

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Book Information

Publisher: Harvard Business Review Press
Publish Date: 10/18/2007
Pages: 320
ISBN-13: 9781591391456
ISBN-10: 1591391458
Language: English

What We're Saying

December 13, 2007

Another List

By Porchlight

Rebecca pointed us all to Amazon's Best Books of 2007 last month, and in light of all the other lists coming out lately, I thought it'd be a good idea to revisit that list and highlight the business titles on it. There were three business categories--Business, Business Narratives, and Finance & Investing. So without further ado, the choice of Amazon's editors were. READ FULL DESCRIPTION

July 03, 2008

You guessed it! It's that time again to find out what everyone is reading outside of the United States! We had quite a busy month internationally, and here's just a smattering of what was popular: India Mass Career Customization Cathleen Benko and Ann Weisberg Spain Rules to Break and Laws to Follow Don Peppers and Martha Rogers, Ph. READ FULL DESCRIPTION

June 05, 2008

Here's what people have been reading across the globe: # 1 - Rich Dad's Increase Your Financial I. Q. - by Robert T. READ FULL DESCRIPTION

Full Description

Contrived. Disingenuous. Phony. Inauthentic. Do your customers use any of these words to describe what you sell--or how you sell it? If so, welcome to the club. Inundated by fakes and sophisticated counterfeits, people increasingly see the world in terms of real or fake. They would rather buy something real from someone genuine rather than something fake from some phony. When deciding to buy, consumers judge an offering's (and a company's) authenticity as much as--if not more than--price, quality, and availability. In Authenticity, James H. Gilmore and B. Joseph Pine II argue that to trounce rivals companies must grasp, manage, and excel at rendering authenticity. Through examples from a wide array of industries as well as government, nonprofit, education, and religious sectors, the authors show how to manage customers' perception of authenticity by: recognizing how businesses fake it; appealing to the five different genres of authenticity; charting how to be true to self and what you say you are; and crafting and implementing business strategies for rendering authenticity. The first to explore what authenticity really means for businesses and how companies can approach it both thoughtfully and thoroughly, this book is a must-read for any organization seeking to fulfill consumers' intensifying demand for the real deal.

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