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246 pages, Kindle Edition
First published January 1, 2008
"Our brains deal exclusively with special-case experiences. --Buckminster Fuller, "Operating Manual for Spaceship Earth, 1963."
"Those who never take risks can only see other people's failures. --Paulo Coelho
Porter's Five Forces:
1. The threat of substitute products, e.g. downloading films from the Internet versus buying them from a video store.
2. The threat of current competitors, e.g. the overstocked sandwich market in the UK.
3. The threat of new players with a totally fresh approach, e.g. the new luxury chocolate market.
4. The bargaining power of suppliers, e.g. negotiating with a top brand name.
5. The bargaining power of customers, e.g. customers using Internet shopping sites which compare prices.
"You must give your customers a powerful and positive and enlivening experience, one which is so good that they want to return."
"Get big, get special, or get out."
Price: cost, perception of value, signaling, elasticity, relationship with market share.