Mass Customisation and the Experience Economy

Joe Pine's career as a business coach began at IBM when 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.

And later he would coin the phrase the "experience economy" - consumers buying experiences rather than goods or commodities.

Peter Day hears about Joe Pine's latest ideas and new book in Global Business.