Take Google. Their ONE Thing is search, which makes selling advertising, its key source of revenue, possible. And what about Star Wars? Is the ONE Thing movies or merchandise? If you guessed merchandise, you’d be right—and you’d be wrong. Revenue from toys recently totaled over $10 billion, while combined worldwide box office revenue for the six main films totaled less than half that, $4.3 billion. From where I sit, movies are the ONE Thing because they make the toys and products possible.
