The Ends Game: How Smart Companies Stop Selling Products and Start Delivering Value
by Marco Bertini and Oded Koenigsberg, MIT Press, 2020
“A day without laughter is a day wasted,” Charlie Chaplin once said. Teatreneu, a popular comedy club in Barcelona, put this proposition to the test as part of an effort to combat declining audience attendance. It charged each customer 30 euro cents for every laugh during a performance, up to a limit of €24 (US$28.47). Facial recognition technology was fixed to the back of the seats to capture the reactions. No laughs, no pay. Overall ticket prices increased by €6 (US$7.12), and attendance rose 35 percent.
Paying for the outcome, or end, you want — laughs, in this case — is less wasteful than buying a ticket whose price was set before the show. But what happens when people game the system by repressing their laughter somehow, therefore