There has been a fundamental change in the economy. Commodities are things we take out of the ground and use them as raw materials. We then used these commodities to produce goods .These goods are sold to consumers who have a certain demand. In today's society we as consumers care about price. Lately in society we have been customizing these goods that we make so that the customer gets that certain quality they are looking for. In the last couple of years goods have turned into services. For example when you buy a Dell laptop online there are hundreds of different customization options for the consumer to choice from. Before this everyone just got one choice of which product they wanted, but with technological advancements firms started to see the goods could eventually turn in to its own kind of services. Not only are goods commoditize but services as well, such as cell phone companies competing on price.

Joseph then begins to talk about how all these commodities are turning into a specialized experience. Experience economy is what he refers to it as. Joseph says that there is no non authentic experience because it is how the human reacts to these experiences. Authenticity is becoming more and more the new consumer sensibility. These consumers are choosing what they believe they should buy. Companies now think that they need to render authenticity. Businesses what to create these experiences for the consumer so that they react positively and choose to become a loyal paying customer. There are two dimensions of authenticity, first being true to yourself and second being what you say you are too others. Are the companies true to themselves about their product or service and second is the company being what they say they are too others. This creates a certain authenticity for the consumer. An example like Disney world is that they are fake real, but they understand their business and give their consumers a fantasy experience which in turn makes their customers want to come back. The consumer knows that their experience is not real but they don't mind it because Disney is true too themselves and their customers. They don't advertise things that they