Joseph Pine identifies a paradox in the act of giving a customer an "authentic" experience : All business is about providing a man-made product in order to make money.
"You Americans!"
So how can you be authentic in business?
Joseph Pine says think Shakespeare: "And this above all to thine own self be true and it doth follow as night the day that thou canst not then be false to any man." (at 7 minutes into video).
Ask yourself: Are you a Real fake or a Real real or a Fake fake or a Fake Real?
Is a Fake fake the same as a Real real?
Lisa's snide remark: "And they question the value of ART!"