The Curve, A new business model for the 21st Century.
Portfolio Penguin are very excited about Nicholas Lovell’s forthcoming book The Curve, which in a nutshell is a business thinking revolution for how to compete with the world of free and cheap consumption.
The last century has been dominated by companies striving to sell more and more products at uniform prices. But the future of business is all about variation: tailoring products for customers of all stripes, and letting your biggest fans spend as much as they like on things they value. The Curve shows how businesses should not be afraid of giving some things away for free. The internet helps them forge direct relationships with a vast global audience, and take them on a journey from freeloaders into superfans.
Value lies in how businesses make people feel, by building communities, bespoke products and experiences. Small numbers of high spenders are enough to fuel a profitable business. Free or very cheap consumption at the other end of The Curve should then be embraced as a useful marketing mechanism to raise awareness of a brand and create the foundations for a successful business.
The Curve is transforming both the digital world of music, books and film, and it will rapidly spread to the physical world as 3D printing becomes commonplace. It will redefine how businesses devise future pricing and product strategy! With stories drawn from artists, toymakers, sports, food, manufacturing and more, The Curve is nothing short of a business thinking revolution.
If you are now sufficiently curious to learn more, then you should definitely check out Nicholas’ fifteen-minute video presentation, which is a further intriguing insight into The Curve’s relevance to the 21st Century. http://webcast.streamdis.eu/mediasite/SilverlightPlayer/Default.aspx?peid=84eefea77d3e477daa8f2b2bcb3d2fea1d
Also check out Nicholas’ website for The Curve which has further information – http://www.thecurveonline.com/ there are some interesting articles based around the idea of The Curve on the site including discussion around piracy in the physical production industry, 3D printing of an AK47 and how The Bodyguard Musical fits into The Curve.
If you are dying to get your hands on a copy of The Curve watch this blog for how you can pre-order your copy for this October.