As relevant as ever, this 2004 TEDTalk by Joseph Pine on what consumers want is still applicable. His main focus is the importance of authenticity, which he breaks down in three easy steps:
1. Don’t say you’re authentic unless you really are authentic.
2. It’s easier to be authentic if you don’t say you’re authentic.
3. If you say you’re authentic, you better be authentic, or you’ll be seen as the opposite.