full transcript

From the Ted Talk by Joseph Pine: What consumers want

Unscramble the Blue Letters


That's why you have cenoaimps like Starbucks, right, that doesn't advertise at all. They said, you want to know who we are, you have to come experience us. And think about the economic value they have provided by that experience. Right? Coffee, at its core, is what? Right? It's beans; right? It's coffee benas. You know how much coffee is worth, when treated as a commodity as a bean? Two or three ctnes per cup — that's what coffee is worth. But grind it, rsoat it, package it, put it on a grocery store shelf, and now it'll cost five, 10, 15 cents, when you terat it as a good. Take that same good, and perform the service of actually brewing it for a customer, in a cnroer dneir, in a bodega, a kiosk somewhere, you get 50 cents, maybe a buck per cup of coffee. But surround the brewing of that cfofee with the ambiance of a scbkuatrs, with the authentic cedar that goes inside of there, and now, because of that authentic experience, you can charge two, three, four, five dollars for a cup of coffee. So, authenticity is becoming the new consumer sensibility.

Open Cloze


That's why you have _________ like Starbucks, right, that doesn't advertise at all. They said, you want to know who we are, you have to come experience us. And think about the economic value they have provided by that experience. Right? Coffee, at its core, is what? Right? It's beans; right? It's coffee _____. You know how much coffee is worth, when treated as a commodity as a bean? Two or three _____ per cup — that's what coffee is worth. But grind it, _____ it, package it, put it on a grocery store shelf, and now it'll cost five, 10, 15 cents, when you _____ it as a good. Take that same good, and perform the service of actually brewing it for a customer, in a ______ _____, in a bodega, a kiosk somewhere, you get 50 cents, maybe a buck per cup of coffee. But surround the brewing of that ______ with the ambiance of a _________, with the authentic cedar that goes inside of there, and now, because of that authentic experience, you can charge two, three, four, five dollars for a cup of coffee. So, authenticity is becoming the new consumer sensibility.

Solution


  1. companies
  2. roast
  3. coffee
  4. corner
  5. treat
  6. cents
  7. diner
  8. starbucks
  9. beans

Original Text


That's why you have companies like Starbucks, right, that doesn't advertise at all. They said, you want to know who we are, you have to come experience us. And think about the economic value they have provided by that experience. Right? Coffee, at its core, is what? Right? It's beans; right? It's coffee beans. You know how much coffee is worth, when treated as a commodity as a bean? Two or three cents per cup — that's what coffee is worth. But grind it, roast it, package it, put it on a grocery store shelf, and now it'll cost five, 10, 15 cents, when you treat it as a good. Take that same good, and perform the service of actually brewing it for a customer, in a corner diner, in a bodega, a kiosk somewhere, you get 50 cents, maybe a buck per cup of coffee. But surround the brewing of that coffee with the ambiance of a Starbucks, with the authentic cedar that goes inside of there, and now, because of that authentic experience, you can charge two, three, four, five dollars for a cup of coffee. So, authenticity is becoming the new consumer sensibility.

Frequently Occurring Word Combinations


ngrams of length 2

collocation frequency
consumer sensibility 3
real fake 3
universal city 3
city walk 3
longer true 3
agrarian economy 2
predominant economic 2
industrial economy 2
experience capital 2
rendering authenticity 2
business people 2
wonderfully true 2

ngrams of length 3

collocation frequency
universal city walk 3

Important Words


  1. advertise
  2. ambiance
  3. authentic
  4. authenticity
  5. bean
  6. beans
  7. bodega
  8. brewing
  9. buck
  10. cedar
  11. cents
  12. charge
  13. coffee
  14. commodity
  15. companies
  16. consumer
  17. core
  18. corner
  19. cost
  20. cup
  21. customer
  22. diner
  23. dollars
  24. economic
  25. experience
  26. good
  27. grind
  28. grocery
  29. kiosk
  30. package
  31. perform
  32. put
  33. roast
  34. sensibility
  35. service
  36. shelf
  37. starbucks
  38. store
  39. surround
  40. treat
  41. treated
  42. worth