“The key thread is one of individualization, that is reaching more and more inside of individuals. If you look at the progression of economic value that goes from commodities to transformations (even beyond experiences). Commodities are these arms length things that we hardly even touch and feel anymore. Goods are things that we touch and use like cars and clothing. Services are activities performed on those goods like cleaning our cloth, or on ourselves cutting our hair. But experiences for the first time reach inside of us and they engage us in creating a memory.  Transformations actually reach inside and change us; so effective is the experience, that now we become a different person as a result. So that process of individualization of getting more and more into a person, and with transformation the customer IS the product. And of course that is going to be authentic because you actually changed the self-image of who they are.” Joseph Pine - author of “The Experience Economy: Work Is Theater & Every Business a Stage ” and “Authenticity: What Consumers Really Want“