Get Real

James Gilmore and B. Joseph Pine II, authors of The Experience Economy, the 1999 book that argued that businesses of all kinds must orchestrate memorable events for their customers, recently published a new work, Authenticity. This book takes their business theories further and could help meeting planners not only make their events experiences, but make them real in a way that will resonate with attendees. When AM asked them how, here's what they said.