# Joseph Pine on what consumers want

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.

- Kind: Talk
- Year: 2009
- Runtime: 14 min
- By: TED.com
- Genres: Education
- Archive: [Internet Archive](https://archive.org/details/JosephPine_2004)
- Licence or status: [CC BY-NC-ND 3.0](http://creativecommons.org/licenses/by-nc-nd/3.0/) (as the archive states it)
- Who can watch: Tweens profiles and older (the archive gives no rating; placed by Invisible Network from its collection and subjects)

[Watch now](https://invisiblenetwork.ai/watch/archive/ia/JosephPine_2004?play=1)