Strategic Horizons LLP is honored that Time Magazine has selected Authenticity as one of the "10 Ideas That Are Changing The World" -- the subject of the March 24, 2008 cover story.
This insightful article, "Synthetic Authenticity", by Time staff writer John Cloud, draws its inspiration from the latest book by Strategic Horizons founders Jim Gilmore and Joe Pine, Authenticity: What Consumers Really Want, as well as from their perennial best-seller, The Experience Economy.
The Time article is a fascinating look at what's now driving consumer purchasing and business behavior. We invite you to read "Synthetic Authenticity" then explore this site, plus our sister site, AuthenticityBook.com, to learn more.
To be blunt: you must get real and not just claim you’re real. In a world filled with ever more mediated and staged experiences -- an increasingly unreal world -- consumers are now making decisions based on how real they perceive offerings to be. As a result, enterprises must become adept at rendering authenticity. This new challenge can be defined best as the management of the customer perception of authenticity.
Authenticity extends the ground-breaking ideas first articulated in The Experience Economy: Work Is Theatre & Every Business a Stage, and addresses the fundamental shift occurring in the very fabric of advanced economies.
