Joseph Pine: What consumers want

譯者: Dxm Online大小媒體 審譯者: Wang-Ju Tsai

I'm going to talk about a very fundamental change that is going on

我要來談一談在現代經濟結構中，

in the very fabric of the modern economy.

一個正在發生且很根本的改變。

And to talk about that, I'm going to go back to the beginning,

要談這個改變就需要從頭說起，

because in the beginning were commodities.

因為在經濟開始時有貨品。

Commodities are things that you grow in the ground, raise on the ground or pull out of the ground:

貨品是你種植和畜養在地上，或從地上挖出來的東西。

basically, animal, mineral, vegetable.

基本上就是動物、礦物、蔬菜，

And then you extract them out of the ground,

你從土地上取出這些東西，

and sell them on the open marketplace.

然後到公開的市場上販賣。

Commodities were the basis of the agrarian economy

貨品是農業經濟的基礎，

that lasted for millennia.

且持續了好幾千年。

But then along came the industrial revolution,

可是，之後發生了工業革命，

and then goods became the predominant economic offering,

商品成了主要的經濟產物，

where we used commodities as a raw material

我們將貨品當作原料，

to be able to make or manufacture goods.

用來製造或生產商品。

So, we moved from an agrarian economy to an industrial economy.

於是，我們從農業經濟轉入工業經濟。

Well, what then happened over the last 50 or 60 years,

而過去50或60年所發生的是

is that goods have become commoditized.

商品變得大眾化了。

Commoditized: where they're treated like a commodity,

大眾化就是對待商品像貨品一樣。

where people don't care who makes them.

人們不關心是由誰製造的。

They just care about three things and three things only:

人們只關心三件事情：

price, price and price.

價格、價格、價格。

Now, there's an antidote to commoditization,

有個對抗商品大眾化的辦法，

and that is customization.

那就是客製化。

My first book was called "Mass Customization" --

我的第一本書叫「大量客製化」，

it came up a couple of times yesterday --

昨天在演講上提過幾次。

and how I discovered this progression of economic value

書中提到我發現經濟價值的演進，

was realizing that customizing a good

是從了解到將商品客製化之後，

automatically turned it into a service,

將自動轉變成服務，

because it was done just for a particular person,

因為這是爲某個特定的人所做的事，

because it wasn't inventoried,

因為這是沒有庫存的。

it was delivered on demand to that individual person.

它是應需求而傳遞給特定的個人。

So, we moved from an industrial economy to a service-based economy.

於是，我們從工業經濟轉移到以服務為基礎的經濟。

But over the past 10 or 20 years, what's happened is that

不過在過去10或20年內，

services are being commoditized as well.

服務竟然也被大眾化了。

Long-distance telephone service sold on price, price, price;

長途電話服務的銷售也只關心價格、價格、價格，

fast-food restaurants with all their value pricing;

速食餐廳提供所有的超值定價，

and even the Internet is commoditizing not just goods,

甚至連網路也不只是將商品大眾化而已，

but services as well.

連服務也大眾化了。

What that means is that it's time

這意味著，

to move to a new level of economic value.

轉移到新一層的經濟價值的時候到了。

Time to go beyond the goods and the services,

超越產品與服務的時候到了，

and use, in that same heuristic, what happens when you customize a service?

應用同樣的法則，當你客製服務後會產生什麼？

What happens when you design a service that is so appropriate for a particular person --

當你為特定的人設計，為當前的消費者提供

that's exactly what they need at this moment in time?

非常合適的服務時會如何呢？

Then you can't help but make them go "wow";

你必須讓他們大聲喊出「哇」！

you can't help but turn it into a memorable event --

你必須使服務變成難忘的活動，

you can't help but turn it into an experience.

你不得不使服務變成一種體驗。

So we're shifting to an experience economy,

所以我們現在正轉移到體驗經濟，

where experiences are becoming the predominant economic offering.

體驗逐漸變成主要的經濟產物。

Now most places that I talk to,

在我演講的許多地方，

when I talk about experience, I talk about Disney --

當我提到體驗，我就會講到迪士尼--

the world's premier experience-stager.

世界上首位提供體驗的老手。

I talk about theme restaurants, and experiential retail,

我談論主題餐廳及實驗商店，

and boutique hotels, and Las Vegas --

精品旅館及拉斯維加斯--

the experience capital of the world.

世界的體驗首都。

But here, when you think about experiences,

但是在這裡當你講到體驗，

think about Thomas Dolby and his group, playing music.

你會想到湯瑪斯道比和他的團隊演奏音樂，

Think about meaningful places.

想想別具意義的地方，

Think about drinking wine,

想想喝葡萄酒，

about a journey to the Clock of the Long Now.

或是踏上邁向「萬年鐘」的旅程。

Those are all experiences. Think about TED itself.

這些全部都是體驗。想想TED本身，

The experience capital in the world of conferences.

座談會世界裡的體驗首都，

All of these are experiences.

這全都是體驗。

Now, over the last several years I spent a lot of time in Europe,

過去幾年我花很多的時間在歐洲，

and particularly in the Netherlands,

特別是在荷蘭，

and whenever I talk about the experience economy there,

每當我在那裡談到體驗經濟時，

I'm always greeted at the end with one particular question,

我總是會在演講最後被問到一個問題，

almost invariably.

幾乎每次都一樣。

And the question isn't really so much a question

那問題其實並不是個問題，

as an accusation.

而是一種指責。

And the Dutch, when they usually put it,

荷蘭人通常都會

it always starts with the same two words.

用同一種開頭，

You know the words I mean?

你知道我指的是什麼嗎？

You Americans.

“你們美國人”

They say, you Americans.

荷蘭人會說：你們美國人，

You like your fantasy environments,

你們喜歡自己夢幻的世界，

your fake, your Disneyland experiences.

你們假象的迪士尼樂園體驗。

They say, we Dutch, we like real,

他們又說：我們荷蘭人喜歡實質的、

natural, authentic experiences.

自然、真實的體驗。

So much has that happened that I've developed a fairly praticed response,

這問題出現的次數，多到讓我發展出一套標準答案。

which is: I point out that first of all,

那就是：首先我想指出，

you have to understand that there is no such thing

大家必須了解，

as an inauthentic experience.

“非真實的體驗” 並不存在。

Why? Because the experience happens inside of us.

爲什麼呢？因為體驗發生在我們體內，

It's our reaction to the events that are staged in front of us.

是我們對眼前舞台上的活動所產生的反應，

So, as long as we are in any sense authentic human beings,

所以，只要我們是真實的人類，

then every experience we have is authentic.

那麼我們所擁有的每個體驗都是真實的。

Now, there may be more or less natural or artificial

也許體驗中或多或少有些是，

stimuli for the experience,

自然或人工的刺激。

but even that is a matter of degree, not kind.

但那也只是程度的差異而不是種類的差別。

And there's no such thing as a 100 percent natural experience.

而且，百分之百自然的體驗也不存在，

Even if you go for a walk in the proverbial woods,

即使你是到聞名的森林裡去散步，

there is a company that manufactured the car

還是有公司製造了車子，

that delivered you to the edge of the woods;

載你到森林的入口處去;

there's a company that manufactured the shoes that you have

也有公司製造了你所穿的鞋子，

to protect yourself from the ground of the woods.

來保護你的腳不受到傷害。

There's a company that provides a cell phone service you have

還有公司提供你所擁有的手機服務，

in case you get lost in the woods.

萬一你在森林裡迷路了可以用。

Right? All of those are man-made,

對吧！這些都是你帶進森林裡的人工產物，

artificiality brought into the woods by you,

單單是在那裡就非純自然的了。

and by the very nature of being there.

而我總是在結尾時，

And then I always finish off

提到這個問題，

by talking about -- the thing that amazes me the most about this question,

讓我覺得不可思議的地方，

particularly coming from the Dutch,

尤其是來自荷蘭人口中，

is that the Netherlands

那就是荷蘭

is every bit as manufactured as Disneyland.

跟迪士尼樂園一樣是人工的。

(Laughter)

(笑聲)

And the Dutch, they always go ...

最後荷蘭人總是會嘆息，

and they realize, I'm right!

然後明白我說的是對的。

There isn't a square meter of ground in the entire country

在荷蘭沒有一平方公尺的地，

that hasn't been reclaimed from the sea,

不是用填海造地的。

or otherwise moved, modified and manicured

要不然就是經過搬動改造及整修，

to look as if it had always been there.

好讓土地看起來就像有史以來就在那兒一樣。

It's the only place you ever go for a walk in the woods and all the trees are lined up in rows.

荷蘭是唯一一個地方你到森林去散步，會看見排列整齊的樹。

(Laughter)

(笑聲)

But nonetheless, not just the Dutch,

無論如何不只是荷蘭人，

but everyone has this desire for the authentic.

但是，每個人都渴望擁有最真實的體驗。

And authenticity is therefore

於是真實性

becoming the new consumer sensibility --

就變成了新的消費感知力--

the buying criteria by which consumers

成為決定消費者

are choosing who are they going to buy from,

選擇在哪裡購買，

and what they're going to buy.

以及購買什麼的條件。

Becoming the basis of the economy.

成為經濟結構的基礎。

In fact, you can look at how each of these economies developed,

事實上，你可以看見每個經濟是如何演進的，

that each one has their own business imperative,

每個經濟結構都有自己的商業模式，

matched with a consumer sensibility.

結合某種消費感知力。

We're the agrarian economy, and we're supplying commodities.

在農業經濟我們供應貨品，

It's about supply and availability.

關係到供應與可得性。

Getting the commodities to market.

將貨品送到市場上，

With the industrial economy, it is about controlling costs --

工業經濟則關心成本的掌控--

getting the costs down as low as possible

儘可能將成本降到最低，

so we can offer them to the masses.

好讓我們可以提供給大眾。

With the service economy, it is about

服務經濟則關係到

improving quality.

品質的改進。

That has -- the whole quality movement has risen

過去20或30年來，

with the service economy over the past 20 or 30 years.

服務經濟帶動了整個品質運動。

And now, with the experience economy,

而現在的體驗經濟，

it's about rendering authenticity.

則關係到呈現真實性。

Rendering authenticity -- and the keyword is "rendering."

呈現真實性關鍵字是呈現。

Right? Rendering, because you have to get your consumers --

因為身為商人你必須讓你的消費者--

as business people --

像商人一樣，

to percieve your offerings as authentic.

覺得你所提供的是真實的東西。

Because there is a basic paradox:

因為這裡有個基本的迷思：

no one can have an inauthentic experience,

沒有人可以擁有非真實性的體驗，

but no business can supply one.

但也沒有商人可以提供絕對真實的體驗。

Because all businesses are man-made objects; all business is involved with money;

因為所有的商業都是人造的物質;所有的商業都跟錢有關;

all business is a matter of using machinery,

所有的商業都使用機器，

and all those things make something inauthentic.

而這些都會讓東西變成非真實的。

So, how do you render authenticity,

所以你如何呈現真實性

is the question.

就是一個問題。

Are you rendering authenticity?

你在呈現真實性嗎？

When you think about that, let me go back to

在你思考這個問題的同時，讓我回到

what Lionel Trilling, in his seminal book on authenticity,

萊諾.崔凌探討真實性的學術著作，

"Sincerity and Authenticity" -- came out in 1960 --

1960年寫的「誠意與真實性」，

points to as the seminal point

被當成是學術重點，

at which authenticity entered the lexicon,

你可以當作是將真實性

if you will.

編入了詞典。

And that is, to no surprise, in Shakespeare,

自然也出現在莎士比亞

and in his play, Hamlet.

劇作哈姆雷特當中，

And there is one part in this play, Hamlet,

在哈姆雷特當中的某場戲，

where the most fake of all the characters in Hamlet, Polonius,

劇中最虛假的波龍尼，

says something profoundly real.

道出了極度真實的事情。

At the end of a laundry list of advice

在一連串給他兒子

he's giving to his son, Laertes,

雷阿提斯的建議的末端，

he says this:

他說：

And this above all: to thine own self be true.

最重要的是忠於自我。

And it doth follow, as night the day,

如夜之繼日般奉行，

that thou canst not then be false to any man.

也不致對人虛假，

And those three verses are the core of authenticity.

而這三句話就是真實性的核心。

There are two dimensions to authenticity:

真實性有兩面，

one, being true to yourself, which is very self-directed.

其一是忠於自我，非常自我導向，

Two, is other-directed:

其二則是他人導向：

being what you say you are to others.

對外界忠於你所說的。

And I don't know about you, but whenever I encounter two dimensions,

我不知道你怎麼做，但每當我遇到兩個面向時，

I immediately go, ahh, two-by-two!

我就馬上想到啊！ 二乘以二！

All right? Anybody else like that, no?

有沒有人跟我一樣啊？沒有嗎？

Well, if you think about that, you do, in fact, get

當你這麼想的時候，事實上，你就會得到

a two-by-two.

二乘以二。

Where, on one dimension it's a matter of being true to yourself.

一方面你得忠於自我。

As businesses, are the economic offerings you are providing --

在商場上，你所提供的經濟產物，

are they true to themselves?

本身是否忠於自我呢？

And the other dimension is:

另一方面：

are they what they say they are to others?

它們在別人看來是否如描述的一樣呢？

If not, you have,

如果不是，結果就會變成，

"is not true to itself," and "is not what it says it is,"

不忠於自我以及並非如你所說的一樣，

yielding a two-by-two matrix.

產生一個二乘以二的矩陣圖

And of course, if you are both true to yourself,

當然如果你忠於自我，

and are what you say you are, then you're real real!

也真如你所說的那樣，那麼你就是真真！

(Laughter)

(笑聲)

The opposite, of course, is -- fake fake.

相反的當然就是假假。

All right, now, there is value for fake.

虛假其實還是有價值的。

There will always be companies around to supply the fake,

總是會有公司提供假的東西，

because there will always be desire for the fake.

因為總是會有對假貨的渴望存在。

Fact is, there's a general rule: if you don't like it, it's fake;

事實上，這有個原則：如果你不喜歡那就是假的;

if you do like it, it's faux.

如果你喜歡那就是人造的。

(Laughter)

(笑聲)

Now, the other two sides of the coin are:

硬幣的另外兩面是：

being a real fake --

成為真的假，

is what it says it is,

那就是產品忠於它所說的，

but is not true to itself,

但卻不是忠於自我的，

or being a fake real:

另外就是成為一個假的真：

is true to itself, but not what it says it is.

忠於自我，但卻不是忠於它所說的。

You can think about those two -- you know, both of these

你可以說這兩種

better than being fake fake -- not quite as good as being real real.

都比假假要來得好--雖然還不如真真的好。

You can contrast them by thinking about

你可以拿

Universal City Walk versus

環球影城商店街與

Disney World, or Disneyland.

迪士尼世界或迪士尼樂園做個比較。

Universal City Walk is a real fake --

環球影城商店街是真的虛假--

in fact, we got this very term

事實上，我們是從

from Ada Louise Huxtable's book, "The Unreal America."

賀克斯苔博的書「非真實的美國」當中擷取出這個詞的。

A wonderful book, where she talks about Universal City Walk as --

那是一本好書，描述環球影城商店街是假的。

you know, she decries the fake, but she says, at least that's a real fake,

她譴責假的事物，但是她又說那至少是真的假。

right, because you can see behind the facade, right?

因為你可以看見門面後的東西，對吧？

It is what it says it is: It's Universal Studio;

它如自己所說的它就是環球影城;

it's in the city of Los Angeles; you're going to walk a lot.

在洛杉磯市區而且你需要走很多路。

Right? You don't tend to walk a lot in Los Angeles,

在洛杉磯人們不太走路，

well, here's a place where you are going to walk a lot,

可是在這個地方你可以在戶外走很多路，

outside in this city.

就在城市裡。

But is it really true to itself?

不過它真的忠於自我嗎？

Right? Is it really in the city?

它真的是在城市裡嗎？

Is it --

它是--

you can see behind all of it,

你可以看穿後台的東西，

and see what is going on in the facades of it.

也可以看見前台正在發生的事情，

So she calls it a real fake.

所以賀克斯苔博說環球影城是真的假。

Disney World, on the other hand, is a fake real,

相反的迪士尼世界是假的真，

or a fake reality.

或是一個假的現實。

Right? It's not what it says it is. It's not really the magic kingdom.

它並非如同它所說的不是真的神奇國度。

(Laughter)

(笑聲)

But it is -- oh, I'm sorry, I didn't mean to --

噢！抱歉，我並不是故意的，

(Laughter)

(笑聲)

-- sorry.

--抱歉。

We won't talk about Santa Claus then.

我保證不會再說聖誕老公公。

(Laughter)

(笑聲)

But Disney World is wonderfully true to itself.

但是迪士尼世界確實非常忠於自我，

Right? Just wonderfully true to itself.

極度的忠於自我。

When you are there you are just immersed

當你在那裡，整個人就沉浸在

in this wonderful environment.

那美好的世界裡。

So, it's a fake real.

所以它是假的真。

Now the easiest way

要失敗

to fall down in this,

最簡單的方法，

and not be real real,

且不要成為真的真實，

right, the easiest way not to be true to yourself

不要忠於自我最簡單的方法就是

is not to understand your heritage,

不要去了解你自己的傳統，

and thereby repudiate that heritage.

也就是跟你的傳統斷絕關係。

Right, the key of being true to yourself is knowing who you are as a business.

忠於自我的關鍵就是，了解你是什麼樣的商業，

Knowing where your heritage is: what you have done in the past.

了解你的傳統在哪裡你過去做了什麼？

And what you have done in the past limits what you can do,

而你過去所做的事情會限制你可以做的事，

what you can get away with, essentially, in the future.

基本上就是未來你可以逃脫掉的事，

So, you have to understand that past.

所以，你必須了解那個歷史。

Think about Disney again.

再拿迪士尼做比喻。

Disney,

迪士尼，

10 or 15 years ago, right,

在10或15年前，

the Disney -- the company that is probably

迪士尼可能是

best-known for family values out there,

眾所皆知最標榜家庭價值的公司，

Disney bought the ABC network.

迪士尼買下了ABC電視網，

The ABC network, affectionately known in the trade

ABC電視網在商場上被暱稱為

as the T&A network, right --

T&A <胸臀>電視網--

that's not too much jargon, is it?

這沒有用太多術語吧！

Right, the T&A network. Then it bought Miramax,

接著T&A電視網，又買了Miramax電影公司，

known for its NC-17 fare,

以NC-17限制級影片出名。

and all of a sudden, families everywhere

突然間各地所有的家庭，

couldn't really trust what they were getting from Disney.

就無法信任迪士尼所播出的節目了。

It was no longer true to its heritage;

迪士尼不再忠於自己的傳統;

no longer true to Walt Disney.

也不在忠於華特迪士尼。

That's one of the reasons why they're having such trouble today,

這就是今天他們為何會面臨困境的原因之一，

and why Roy Disney is out to get Michael Eisner.

也是爲什麼洛依迪士尼要找來邁可.艾斯納。

Because it is no longer true to itself.

因為迪士尼已經不再忠於自我了。

So, understand what -- your past limits what you can do in the future.

所以，了解自己的傳統就會限制你未來可做的事。

When it comes to being what you say you are, the easiest mistake that companies make

當談到忠於你所說的，許多企業最常犯的錯誤就是，

is that they advertise

他們刊登

things that they are not.

不實的廣告。

That's when you're perceived as fake, as a phony company --

於是人們就視你為假的謊騙的公司--

advertizing things that you're not.

去廣告非你所說的那種產品。

Think about any hotel, any airline,

試想任何一家旅館、航空、

any hospital.

醫院，

Right, if you could check into the ads, you'd have a great experience.

如果你看廣告，你會得到一個很棒的體驗。

(Laughter)

(笑聲)

But unfortunately, you have to experience the actual hotel,

可惜的是，你必須體驗旅館航空、

airline and hospital, and then you have that disconnect.

醫院的實體，接著你將體會到那種斷層的感覺。

Then you have that perception that you are phony.

然後就有一種被騙的感覺。

So, the number one thing to do when it comes to being what you say you are,

所以要忠於你所說的第一個法則就是，

is to provide places for people to experience

提供一個地方讓人去體驗

who you are.

你是什麼。

For people to experience who you are.

讓人去體驗你是什麼。

Right, it's not advertising does it.

廣告無法做到這點。

That's why you have companies like Starbucks,

這就是為什麼有像星巴克這樣的企業，

right, that doesn't advertise at all.

從來不登廣告，

They said, you want to know who we are, you have to come experience us.

他們說如果你想了解我們，你就要來體驗我們。

And think about the economic value they have provided

想想看他們透過這體驗

by that experience.

所提供的經濟價值，

Right? Coffee, at its core, is what?

咖啡的核心是什麼呢？

Right? It's beans; right? It's coffee beans.

就是咖啡豆，對吧？咖啡豆。

You know how much coffee is worth, when treated as a commodity as a bean?

你知道當咖啡被當作貨品，像咖啡豆一樣販賣時值多少錢嗎？

Two or three cents per cup -- that's what coffee is worth.

一杯只要2或3分錢這就是咖啡的價值，

But grind it, roast it, package it, put it on a grocery store shelf,

但是研磨、烘烤、包裝，再放到商店架子上，

and now it'll cost five, 10, 15 cents,

價格就變成5、10、15分錢了。

when you treat it as a good.

被當作商品之後。

Take that same good,

把同樣的商品，

and perform the service of actually brewing it for a customer,

拿來實地爲消費者燒煮，

in a corner diner, in a bodega, a kiosk somewhere,

在某個轉角的餐車酒館、小攤販裡煮咖啡，

you get 50 cents, maybe a buck

一杯咖啡的價格

per cup of coffee.

就提升到50分或一塊錢。

But surround the brewing of that coffee

若是將煮咖啡的動作

with the ambiance of a Starbucks,

加入星巴克的氣氛，

with the authentic cedar that goes inside of there,

室內有西洋杉原木的裝潢，

and now, because of that authentic experience,

現在因為多了這原汁原味的體驗，

you can charge two, three, four, five dollars

一杯咖啡就可以賣上二、三、

for a cup of coffee.

四、五塊錢，

So, authenticity is becoming

於是真實性開始變成

the new consumer sensibility.

消費感知力。

Let me summarize it, for the business people in the audience,

讓我爲在座的商人做個總結，

with three rules, three basic rules.

這裡有三個基本規則，

One, don't say you're authentic

第一、不要說自己是真實的，

unless you really are authentic.

除非你真的是真實的。

Two, it's easier to be authentic

第二、當你不說自己是真實的，

if you don't say you're authentic.

就會比較容易成為真實的。

And three, if you say you're authentic,

第三、如果你說自己是真實的，

you better be authentic.

你最好就是真實的。

And then for the consumers, for everyone else in the audience,

接著讓我為其他消費者以及在座的其他觀眾

let me simply summarize it by saying, increasingly,

做個總結，漸漸地，

what we -- what will make us happy,

未來將讓我們快樂的是，

is spending our time and our money

花錢、花時間，

satisfying the desire for authenticity.

滿足我們對真實的渴望。

Thank you.

謝謝各位！