Joe Pine and Jim Gilmore are the guys behind the line that Tom has been using for years, "Experiences are as distinct from services as services are from goods," which is from their bestseller The Experience Economy: Work Is Theatre & Every Business a Stage. Their new book is Authenticity: What Consumers Really Want. Joe Pine and Jim Gilmore were the very first Cool Friends at TomPeters.com in 1999. At that time, they were putting the noun experience into the business lexicon in a big way, and they are currently doing the same for the adjective authentic. How do you know when something is really real? Read their Cool Friends interview to get their take on the subject, or go to their website, StrategicHorizons.com to learn more about their work. As I write, Authenticity is ranked #1 on Amazon.com among business books, in the category of direct marketing.