Joseph Pine’s career as a business coach began at IBM when he did something truly unorthodox: he brought business partners and customers into the development process of a new computer. Taking from this the lesson that every customer is unique, he wrote a book called Mass Customization on businesses that serve customers’ unique needs. Later he discovered what he would coin the “Experience Economy” — consumers buying experiences rather than goods or commodities — and wrote a book of the same name.
Commodities, goods, services, experiences… Doesn’t ring a bell? Full of wonderful marketing insights and takeaways, this video will definitely help Energy Efficiency Business marketers. Let’s see what could be used for Energy Efficiency projects.
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