# What consumers want

- Institution: TED
- Department: TED2004
- Speaker: Joseph Pine
- Year: 2004
- Level: For everyone
- Language: English
- Subjects: Business and management
- Source: [TED](https://www.ted.com/talks/joseph_pine_what_consumers_want)
- Licence: [CC BY-NC-ND 4.0](https://creativecommons.org/licenses/by-nc-nd/4.0/) (Non-commercial use only, and no changed versions.)
- Who can watch: Tweens profiles and older (sources give no ratings; placed by Invisible Network from the source's own words)

Customers want to feel what they buy is authentic, but "Mass Customization" author Joseph Pine says selling authenticity is tough because, well, there's no such thing. He talks about a few experiences that may be artificial but make millions anyway.

## Lectures

1. [What consumers want](https://invisiblenetwork.ai/learn/ted/joseph_pine_what_consumers_want/b6eca5ef5f8e), 15 min (TED's player)