©2008 Strategic Horizons LLP

B. Joseph Pine II

B. Joseph Pine IIStrategic Horizons LLP

www.StrategicHorizons.com

Dellwood, Minnesota

+1 (651) 653-6850

bjp2@aol.com

Euro Attractions ShowEuro Attractions ShowSeptember 30, 2008

Euro Attractions ShowEuro Attractions ShowSeptember 30, 2008

Authenticity & Authenticity & AttractionsAttractions

Authenticity & Authenticity & AttractionsAttractions

Deliver

Services

Make

Goods

Commodities

Extract

Commoditization

Stage

Experiences

Commoditization

The Progression of Economic Value

©1999 Strategic Horizons LLP

Customization

Customization

Commodities

Services

Goods

Experiences

EconomicOutput

BusinessImperative

ConsumerSensibility

©2007 Strategic Horizons LLP

• If you are authentic,

• If you say you’re authentic,

• It’s easier to be authentic,

Three Rules to Do Business By

©2007 Strategic Horizons LLP

I__________

R__________

E__________

O_______

N______

Genres of Authenticity

©2007 Strategic Horizons LLP

Not of M___Not of M___

Not of M_______Not of M_______

Not of M_____Not of M_____

Negatively Defining Authenticity

©2007 Strategic Horizons LLP

VenuesVenues

RidesRides

EncountersEncounters

Authenticity & Attractions

©2008 Strategic Horizons LLP

This above all,—to thine own self be true;

And it must follow, as the night the day,

Thou canst not then be false to any man.

-Polonius

William Shakespeare, Hamlet, Prince of Denmark, Act I, Scene 3, lines 80-82.

The Polonius Test

©2007 Strategic Horizons LLP

The Real/Fake Matrix

IS what it says it is

Is NOT what it

says it is

Is NOT true to itself

IS true to itself

©2008 Strategic Horizons LLP

Attractions & The Real/Fake Matrix

IS what it says it is

Is NOT what it

says it is

Is NOT true to itself

IS true to itself

State Your Identity

Body of ______

Sense of _______

Effects of ________

Nature of _________

Essence of ________

©2007 Strategic Horizons LLP

Identify Your Statements

Displayed ___________

Declared ___________

Established ______

Expressed __________

Assigned _____

©2007 Strategic Horizons LLP

Being True to Self

Heritage =Heritage =

©2007 Strategic Horizons LLP

Being What It Says It Is

Place =Place =

©2007 Strategic Horizons LLP