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The Curve: Freeloaders, Superfans and the Future of Business

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The Curve by Nicholas Lovell is a breakthrough business idea: Chris Anderson's The Long Tail meets Seth Godin's Purple Cow The Curve is a new way of doing business and of seeing the world. For most of the last century, companies strived to sell more and more products at uniform prices. But the future of business is about variation: tailoring products for c The Curve by Nicholas Lovell is a breakthrough business idea: Chris Anderson's The Long Tail meets Seth Godin's Purple Cow The Curve is a new way of doing business and of seeing the world. For most of the last century, companies strived to sell more and more products at uniform prices. But the future of business is 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 us not to be afraid of giving some things away for free. The internet helps you forge direct relationships with a vast global audience, and take them on a journey from freeloaders into superfans. Value lies in how you make people feel, by building communities, bespoke products and experiences. Small numbers of high spenders are enough to fuel a profitable business. In games, free is becoming the norm, but some people now spend hundreds or thousands of dollars playing a single game. You can already see the Curve transforming areas like music, books and film, and it will rapidly spread to the physical world as 3D printing becomes reality. With stories drawn from artists, toymakers, sports, food, manufacturing and more, The Curve is nothing short of a business thinking revolution. 'An astute and perceptive guide to the new rules for making money in a radically disrupted internet economy. This book deserves to be a hit' -David Rowan, editor, WIRED Nicholas Lovell is an author and consultant who helps companies embrace the transformative power of the internet. His blog, GAMESbrief, is read by those seeking to learn how digital is transforming gaming - and how to apply that knowledge to other industries. His clients have included Firefly, nDreams and Square Enix (creators of Tomb Raider), as well as Channel 4 and IPC Media. His articles have appeared in TechCrunch, Wired, and the Wall Street Journal. He lives in London. @nicholaslovell www.nicholaslovell.com


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The Curve by Nicholas Lovell is a breakthrough business idea: Chris Anderson's The Long Tail meets Seth Godin's Purple Cow The Curve is a new way of doing business and of seeing the world. For most of the last century, companies strived to sell more and more products at uniform prices. But the future of business is about variation: tailoring products for c The Curve by Nicholas Lovell is a breakthrough business idea: Chris Anderson's The Long Tail meets Seth Godin's Purple Cow The Curve is a new way of doing business and of seeing the world. For most of the last century, companies strived to sell more and more products at uniform prices. But the future of business is 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 us not to be afraid of giving some things away for free. The internet helps you forge direct relationships with a vast global audience, and take them on a journey from freeloaders into superfans. Value lies in how you make people feel, by building communities, bespoke products and experiences. Small numbers of high spenders are enough to fuel a profitable business. In games, free is becoming the norm, but some people now spend hundreds or thousands of dollars playing a single game. You can already see the Curve transforming areas like music, books and film, and it will rapidly spread to the physical world as 3D printing becomes reality. With stories drawn from artists, toymakers, sports, food, manufacturing and more, The Curve is nothing short of a business thinking revolution. 'An astute and perceptive guide to the new rules for making money in a radically disrupted internet economy. This book deserves to be a hit' -David Rowan, editor, WIRED Nicholas Lovell is an author and consultant who helps companies embrace the transformative power of the internet. His blog, GAMESbrief, is read by those seeking to learn how digital is transforming gaming - and how to apply that knowledge to other industries. His clients have included Firefly, nDreams and Square Enix (creators of Tomb Raider), as well as Channel 4 and IPC Media. His articles have appeared in TechCrunch, Wired, and the Wall Street Journal. He lives in London. @nicholaslovell www.nicholaslovell.com

30 review for The Curve: Freeloaders, Superfans and the Future of Business

  1. 5 out of 5

    Andrew

    I've read a lot of business books in the past two years, some for pleasure and some for work. And I'm pretty bored with the build-your-business-in-these-463-useful-steps genre or the I-did-it-you-can-too type full of "helpful" summary boxes at the end of each chapter. The Curve doesn't do these things, which automatically makes it a star above the rest. And then it takes a very simple idea and expands clearly on it without much wandering. In the digital age, free is the baseline. Within your thou I've read a lot of business books in the past two years, some for pleasure and some for work. And I'm pretty bored with the build-your-business-in-these-463-useful-steps genre or the I-did-it-you-can-too type full of "helpful" summary boxes at the end of each chapter. The Curve doesn't do these things, which automatically makes it a star above the rest. And then it takes a very simple idea and expands clearly on it without much wandering. In the digital age, free is the baseline. Within your thousands of free customers their are gradations of fans and superfans who want to give you money for premium products. This is the future of revenue. Add in a few variations and logical extensions, and presto - the curve as business model. A clever, perhaps essential, book for business. Especially the online world. Follow me on Twitter: @Dr_A_Taubman

  2. 4 out of 5

    Andrew Saul

    Simply excellent book about the changing reality of pretty much all business models, but especially those which are seeing a large shift to digital means, or are digital entirely. Lovell fills this book full of entertaining and informative examples of both sides of the coin: businesses embracing "the curve" and those being attacked by it. He imparts to the reader a fully formed idea of the common theory behind what is happening in all these cases and gives starting points for a wide cross section Simply excellent book about the changing reality of pretty much all business models, but especially those which are seeing a large shift to digital means, or are digital entirely. Lovell fills this book full of entertaining and informative examples of both sides of the coin: businesses embracing "the curve" and those being attacked by it. He imparts to the reader a fully formed idea of the common theory behind what is happening in all these cases and gives starting points for a wide cross section of industries as regards what they might do to best take advantage of "the curve" in their own market. I came away with a selection of books to read to further my understanding and a heap of ideas about how I can try to help my own company embrace the full potential of "the curve". I'd recommend this book to anyone, but I think if you work in any industry that is heavily affected by digital, then it's a must read.

  3. 5 out of 5

    Saeed Ramazany

    از اون کتابایی نیست که هر صفحه و هر فصلش به درد بخور باشه و بگم که اگه کامل و با جزئیات نخونی از دست میدی. مثال و داستان هم نسبت زیاد داره. اما، اما ایده‌ای که میده واقعا به درد بخوره و من حداقل جای دیگه این ایده رو ندیدم. به قدری به درد بخوره که من حس می‌کنم در حداقل ۱۰ ۱۵ سال آینده بخش مهمی از بازاریابی و تبلیغات و جمع کردن مخاطب برای پروژه‌های نرم‌افزاری(موزیک/فیلم/کتاب/نرم‌افزار) ‌ام خواهد بود. ایده‌ی کلیش رو اینه که اتفاقا از دنیایی که به راحتی میشه کپی هر چیز نرم‌افزاری رو به دیگران داد استق از اون کتابایی نیست که هر صفحه و هر فصلش به درد بخور باشه و بگم که اگه کامل و با جزئیات نخونی از دست میدی. مثال و داستان هم نسبت زیاد داره. اما، اما ایده‌ای که میده واقعا به درد بخوره و من حداقل جای دیگه این ایده رو ندیدم. به قدری به درد بخوره که من حس می‌کنم در حداقل ۱۰ ۱۵ سال آینده بخش مهمی از بازاریابی و تبلیغات و جمع کردن مخاطب برای پروژه‌های نرم‌افزاری(موزیک/فیلم/کتاب/نرم‌افزار) ‌ام خواهد بود. ایده‌ی کلیش رو اینه که اتفاقا از دنیایی که به راحتی میشه کپی هر چیز نرم‌افزاری رو به دیگران داد استقبال کرد و نترسید. چون میشه مشتری‌ها رو روی یک منحنی(Curve) کشید که اولین آشنایی و استفاده‌شون از محصول رایگان بوده، و بخش اعظمی بعدا هم پولی خرج نمی‌کنند، اما یه عده‌ای که پول خرج می‌کنند، باید بهشون اجازه داد هرچقدر محصول رو دوست دارند پول خرج کنند. همین ایده رو تو کتاب کلی بسط میده و نکاتی رو میگه که باید تو طراحی همچین معماری مسیر راه مشتری(بازاریابی؟) یادمون باشه.

  4. 4 out of 5

    Dmitry Kuriakov

    (The English review is placed beneath Russian one) Великолепная книга. А заслужила она это благодаря тому, что автор нашёл очень точные и понятные слова для объяснения такой сложной темы как ценообразование и сегментация. Плюс, автор пишет в контексте периода XX века о нынешнем, сегодняшнем дне. Эти три факта выводят, лично для меня, эту книгу в настоящие лидеры. Во-первых, нужно понимать, что среда, в которой рассматриваются примеры, это мир с его новыми средствами коммуникациями XXI века, т.е. (The English review is placed beneath Russian one) Великолепная книга. А заслужила она это благодаря тому, что автор нашёл очень точные и понятные слова для объяснения такой сложной темы как ценообразование и сегментация. Плюс, автор пишет в контексте периода XX века о нынешнем, сегодняшнем дне. Эти три факта выводят, лично для меня, эту книгу в настоящие лидеры. Во-первых, нужно понимать, что среда, в которой рассматриваются примеры, это мир с его новыми средствами коммуникациями XXI века, т.е. это мир интернета. Автор пишет, что именно благодаря ему появилась возможность использовать ту стратегию ценообразования, которую он предлагает. Без этого, т.е. когда в мире бизнеса балом правила тирания физического, применить его методы было хоть и возможно, но сложно. Хотя нечто подобное всё же было. Во-вторых, автор приводит в пример некую музыкальную группу, которая решила распространять свою музыку совершенно бесплатно. С одно стороны, это кажется безумием, но с другой, это важный тактический ход. Если мы распространяем свой продукт бесплатно, мы получаем все 100% клиентов, которые были заинтересованы нашим товаром или услугой по определению, т.к. «бесплатно же». Получив эти 100%, мы дальше предлагаем этой группе те же самые товары, но уже в другом контексте и несколько изменённые. Например, бесплатно закачивать музыку, но предлагать платные билеты на концерт. В итоге мы получаем огромное количество людей, которые могут стать потенциально прибыльными клиентами, т.е. перейти из разряда любителей бесплатного в тех, кто платит. Да-да, фактически, это правило Парето 80/20 в действии, где 80% прибыли приносит 20% покупателей. В итоге, мы получаем большую группу любителей бесплатного из которой 20% решаются пойти на концерт или/и купить лицензионный диск/музыку в Apple Store. Но на этом мы не останавливаемся. Далее, говорит автор, мы делаем различные предложения, как то: купить музыку в Apple Store за $1, купить диск за $15, купить подарочную упаковку с диском с возможностью бесплатно скачать высококачественный файл с сайта группы за $50, купить лимитированный комплект с диском, постером, майкой, подписью музыкантов и пр. за $100, купить билет на концерт за $1000, купить сольное выступление у себя дома - $5000. Как видим, ценообразование прямо зависит от предлагаемой ценности. И вот так автор рассматривает многие примеры из мира бизнеса. Я предложил лишь огрублённый пример, без мелких деталей. В-третьих, мир XXI века породил следующую проблему: больше выбора, но меньше времени. Это очень важное замечание, т.к. мир века XX состоял в точности наоборот, т.е. мало выбора (товаров и услуг), но много времени. И вот теперь, когда появился интернет и в особенности социальные сети, когда в одном городе выходит огромное количество самых различных СМИ и в котором десятки различных кафе, мы должны констатировать, что нам требуется некий фильтр, который бы отфильтровывал такое огромное количество вариантов. Поэтому мы столкнулись не с вопросом «что предложить потребителям», а с вопросом, «что предложить конкретной группе потребителей, очень узкой её части». Нынешний мир бизнеса, это мир ниш. И именно на эти ниши и стоит направить все усилия. Ибо именно они будут платить за то, что другие, но в других условиях, получают бесплатно (скачать музыку бесплатно или сходить на концерт за 30,000 рублей). В-четвёртых, в контексте вышенаписанного стоит напомнить о важном эксперименте, когда людям предложили в одном случаи 8 вариантов джема, а потом дали возможность приобрести понравившийся, и когда им дали 24 вариантов джема, а потом также предложили скидку для приобретения понравившегося джема. В итоге обнаружилось, что меньший вариант выбора дал больше продаж, чем широкий. Это приводит нас к тому, что мир XXI века с его огромным массивом информации породил проблему отказа от приобретения товаров и услуг. В-пятых, автор пишет, что раньше, в XX веке всё решалось контролёрами, т.е. лицами которые решали, опубликовать вашу книгу или нет. И так во многих отраслях. Сейчас же, благодаря интернету, контролёры ушли на второй план. Сейчас каждый может опубликовать свою книгу, каждый может создать некий товар. И каждый может создать свой собственный бизнес. И главное, без использования услуг контролёров. Всё это, благодаря возможностям интернета. В таких случаях люди становятся одновременно и руководителями и финансистами и маркетологами и всеми остальными сотрудниками одновременно в одном лице. Но главная идея книги, это всё же использование интернета для предложения разной ценности одного и того же товара или услуги той целевой аудитории которая заинтересована в данном товаре или услуги. Да, не все они являются прибыльными покупателями. Некоторые будут приносить если не убытки, то нулевую прибыль. И таких будет много. Но остальные, вот те 50%, могут принести в разы больше прибыли, чем, если бы вы вели бизнес по старинке, т.е. всем покупателям предлагали одну и ту же цену (один диск по цене $15). Такой тип бизнеса, как я понял автора, уже в прошлом. Этот тип бизнеса используется фирмами, которые продолжают жить в веке XX, а не в XXI. А это в свою очередь значит, что они не готовы к встрече с будущем. Они не готовы к конкуренции в XXI веке. И выживание их бизнес под очень большим вопросом. Да, возможно сейчас они себя чувствуют достаточно хорошо. Однако нет никаких гарантий, что однажды не появится новый конкурент, который станет играть по правилам бизнеса века XXI, а не XX. И вот тогда и у вчерашних гигантов возникнут очень серьёзные проблемы, которые могу уже в краткосрочной перспективе привести к банкротству. Great book. And it deserved it because the author has found very accurate and clear words to explain such a complex topic as pricing and segmentation. Plus, the author writes in the context of the XX century about the present day. These three facts are driving, for me personally, this book into real top positions. First, it is necessary to understand that the environment in which the examples are considered is the world with its new means of communication of the XXI century, i.e. the world of the Internet. The author writes that it is due to the Internet that it is possible to use the pricing strategy he proposes. Without this, i.e. when the business world had rules of physical tyranny, it was very difficult to apply these methods. Although there was something similar. Secondly, the author gives an example of a music band, which decided to distribute its music for free. On the one hand, it seems crazy, but on the other hand, it is an important tactical move. If we distribute our product for free, we get all 100% of the customers who were interested in our product or service by definition, because "free of charge". Having received this 100 %, we then offer the same products to this group, but in a different context and slightly modified. For example, to download music for free, but to offer paid concert tickets. As a result, we get a huge number of people who can become potentially lucrative customers, i.e. move from the category of free fans to those who pay. Yes, this is the Pareto rule of 80/20 in practice, where 80% of the profit is generated from 20% of customers. As a result, we get a large group of free fans of which 20% decide to go to a concert or/and buy a licensed CD/music in the Apple Store. But we don't stop there. Further, the author says, we make various proposals, such as: to buy music in the Apple Store for $1, to buy a disk for $ 15, to buy for $ 50 disk in gift wrapping with the possibility of free download high-quality music file from the site of the band, to buy a limited edition set with a disk, poster, T-shirt, signature of musicians for $100, to buy a ticket to the concert for $1000, to buy a solo performance at home for $5000. As we can see, pricing directly depends on the offered value. And this is how the author considers many examples from the business world. I offered only a rough example, without any small details. Thirdly, the world of the 21st century has given rise to the following problem: more choice, but less time. This is a very important remark because the world of the 20th century was exactly the opposite, i.e. there was little choice (goods and services), but a lot of time. And now that the Internet and especially social networks have appeared, when in one city there is a huge number of different media and dozens of different cafes, we must state that we need a certain filter that would filter out such a huge number of options. Therefore, we faced not the question of "what to offer to consumers", but the question of "what to offer to a specific group of consumers, a very narrow part of it. The current business world is a niche world. And it is these niches that should be the focus of all efforts. Because they will pay for what others, but in other conditions, get for free (download music for free or go to a concert for 30,000 rubles). Fourth, in the context of the above, it is worth recalling an important experiment in which people were offered 8 variants of jam in one case and then given the opportunity to buy what they liked, and when they were given 24 variants of jam, and then also offered a discount to buy their favorite jam. As a result, it turned out that a smaller choice gave more sales than a wider choice. This leads us to the fact that the world of the XXI century, with its vast amount of information, gave rise to the problem of refusing to purchase goods and services. Fifth, the author writes that in the past, in the 20th century, everything was decided by the controllers, i.e. persons who decided whether or not to publish your book. And so in many industries. Now, thanks to the Internet, the controllers have gone into the background. Now everyone can publish their own book, everyone can create a certain product. And everyone can create their own business. And most importantly, without using the services of controllers. All this, thanks to the possibilities of the Internet. In such cases, people become both managers and financiers and marketers and all other employees simultaneously in one person. But the main idea of the book is still the use of the Internet to offer different values of the same product or service to the target audience who are interested in the product or service. Yes, not all of them are profitable buyers. Some people will bring, if not losses, then zero profit. And there will be many of them. But the rest, that 50 %, can bring many times more profit than if you were doing business the old-fashioned way, i.e. all buyers were offered the same price (one disk at $15). This type of business, as I understood the author, is already in the past. This type of business is used by firms that continue to live in the twentieth century, not the twenty-first. And this, in turn, means that they are not ready to meet with the future. They are not ready for competition in the 21st century. And the survival of their business is a very big question. Yes, perhaps they feel quite well. However, there is no guarantee that one day there will be no new competitor who will play by the rules of business of the XXI century, not the XX century. And then yesterday's giants will have very serious problems, which may lead to bankruptcy in the short term.

  5. 4 out of 5

    Nurul

    Bought the ebook from google play, read a bit of it and then forgot about it for three years before coming back to finish it. I can say now, in 2019, most of the points has been widely used, nothing much is new anymore. In fact this is one of those kind of books where it can be written in a 2k words article rather than a book of 242 pages. You can get most of the points by reading the free sample, the rest are redundant points.

  6. 5 out of 5

    Samantha Fanaken

    I've worked in publishing for years and we've long been facing in the digital threat/opportunity so it was an absolute joy to read a book about how exciting the future can be. Full of great stories from Trent Reznor to why 3D printing will mean the end of the mass market. Can't recommend this more if you work in media of any form and want to think about how we could do things differently and face the brave new world feeling inspired. I've worked in publishing for years and we've long been facing in the digital threat/opportunity so it was an absolute joy to read a book about how exciting the future can be. Full of great stories from Trent Reznor to why 3D printing will mean the end of the mass market. Can't recommend this more if you work in media of any form and want to think about how we could do things differently and face the brave new world feeling inspired.

  7. 4 out of 5

    Michael M.

    I started reading this book after VidCon this year and think that it is a pretty good treatment of what's happening online. It will be interesting to see if other futurists pick up what Lovell is laying down here. I started reading this book after VidCon this year and think that it is a pretty good treatment of what's happening online. It will be interesting to see if other futurists pick up what Lovell is laying down here.

  8. 5 out of 5

    Dain Hedgpeth

    Dain's summary: Moving from age defined by manufacturing and models optimised around duplicated products, market-set price points and mass marketing into age of information products, easy segmentation and customisation (even in physical), new business models seem to have an edge. One price point and offering for everybody is crazy, you leave money on the table on both sides of every customer and businesses that successfully implement 'curve' business models, including for example most kickstarte Dain's summary: Moving from age defined by manufacturing and models optimised around duplicated products, market-set price points and mass marketing into age of information products, easy segmentation and customisation (even in physical), new business models seem to have an edge. One price point and offering for everybody is crazy, you leave money on the table on both sides of every customer and businesses that successfully implement 'curve' business models, including for example most kickstarter projects make most of their money from a fairly small percentage of high spenders, and find success even in markets driven to $0 price points. Nice collection of case studies, rationale demonstrating shifts in business focus to stratified pricing and product / 'experience' offerings and a direct relationship with the customer allowing for seemingly sustainable and profitable business models even with small and niche customer bases - and at a time when the old model of mass production and competing over price seems to be failing in one market after another.

  9. 5 out of 5

    Ricardo Alan Mata Larios

    Grandes ideas para aplicar de manera positiva lo gratuito.

  10. 4 out of 5

    Ada

    I will start with a disclaimer- I don't think I'm the intended audience of the book. I'm a so-called millennial, part of the terrifying force of change that this book is trying to adapt businesses to. First of all, one of the most interesting ideas behind the curve is that you should allow your fans to pay you however much they want to- subscription models are looked to as inferior (!) as they limit the amount of money the most devoted fans may spend on your service. Secondly, the author emphasi I will start with a disclaimer- I don't think I'm the intended audience of the book. I'm a so-called millennial, part of the terrifying force of change that this book is trying to adapt businesses to. First of all, one of the most interesting ideas behind the curve is that you should allow your fans to pay you however much they want to- subscription models are looked to as inferior (!) as they limit the amount of money the most devoted fans may spend on your service. Secondly, the author emphasises the importance of giving away free content as advertising material for your company. Here's the issue- as a consumer I am flooded with free content, and I am tired of every juice, bank, law firm, or even kitchen towel telling me about its brand ethos. I really don't care what 95% of these companies write on their Facebook/ Twitter pages. Not unless, like 'The Economist' they happen to be in the business of journalism, are prepared to share some articles with me and happen to do very witty adverts. And sometimes, not even then. Finally, the practical tips about using the curve are reserved for the last chapter of the book. And they're pretty sparse and far between. It is quite interesting to hear about the author's idea for the future, but they remain absolute speculation. All in all, I am not as pleased with this book as I would like. Perhaps I am just a bit cynical...

  11. 4 out of 5

    Mark Speed

    Another one of the plethora of books about how to survive the changes to buying behaviour wrought by the digitalisation of the economy. Thankfully, it's not written in the style of my opening sentence :-) Executive summary: stuff's becoming free. You need to get happy with the fact that most people are going to use your service for free, or download your stuff free. You have to figure out ways of getting your fans to buy stuff at higher prices by offering them something that really appeals to the Another one of the plethora of books about how to survive the changes to buying behaviour wrought by the digitalisation of the economy. Thankfully, it's not written in the style of my opening sentence :-) Executive summary: stuff's becoming free. You need to get happy with the fact that most people are going to use your service for free, or download your stuff free. You have to figure out ways of getting your fans to buy stuff at higher prices by offering them something that really appeals to them. Nearly gave it three stars, rather than four. It's thorough, but at the risk of labouring a point and being over-long. On the other hand, they guy's got to fill a book - rather than do a one-hour presentation - and he at least does a good job of providing examples from the real world, then finishing by telling various business sectors where he thinks they could do better.

  12. 5 out of 5

    Leader Summaries

    Desde Leader Summaries recomendamos la lectura del libro La curva, de Nicholas Lovell. Las personas interesadas en las siguientes temáticas lo encontrarán práctico y útil: marketing y ventas, sistemas de fijación de precios, internet y nuevas tecnologías, nuevos mercados y sus oportunidades. En el siguiente enlace tienes el resumen del libro La curva, El futuro de los negocios: de freeloaders a superfans: La curva Desde Leader Summaries recomendamos la lectura del libro La curva, de Nicholas Lovell. Las personas interesadas en las siguientes temáticas lo encontrarán práctico y útil: marketing y ventas, sistemas de fijación de precios, internet y nuevas tecnologías, nuevos mercados y sus oportunidades. En el siguiente enlace tienes el resumen del libro La curva, El futuro de los negocios: de freeloaders a superfans: La curva

  13. 4 out of 5

    André Bernhardt

    Actually I tend to know know Nicholas briefly from some gaming events. I already knew that he is a good and entertaining speaker but after finishing the book I can also say that he is also an excellent writer. So - finished the book in a few days as it was fun and also very insightful. If you are interested in business models and how to shape your business for the future so it may benefit from the disruptive digital changes we are enocuntering in these times - go and read it! You won´t be disappo Actually I tend to know know Nicholas briefly from some gaming events. I already knew that he is a good and entertaining speaker but after finishing the book I can also say that he is also an excellent writer. So - finished the book in a few days as it was fun and also very insightful. If you are interested in business models and how to shape your business for the future so it may benefit from the disruptive digital changes we are enocuntering in these times - go and read it! You won´t be disappointed.

  14. 4 out of 5

    Touko Tahkokallio

    Nicholas Lovell (the writer of Gamesbrief blog, among other things) is a kind of a pioneer in understanding the economics of digital revolution and free (-to-play). The curve condenses many central ideas of making money in the world of free digital content and distribution into a nice package. As a book it is just OK, but the central idea behind the Curve is a must-to-know for all people working in the bussiness of free.

  15. 4 out of 5

    Mark

    I don't often read let alone recommend "work" books -- business books, books about the Internet, etc. But this is a good one; the essential points could probably be boiled down to 3-4 long blog posts, but it's a must-read if you work in digital media in some way. I don't often read let alone recommend "work" books -- business books, books about the Internet, etc. But this is a good one; the essential points could probably be boiled down to 3-4 long blog posts, but it's a must-read if you work in digital media in some way.

  16. 5 out of 5

    Becky

    A comprehensive and easily understandable projection of an increasingly digital world. It's a really exciting idea of how the markets are changing, one which will have to be adapted in some form or another. Embracing "free" to create super-fans! A comprehensive and easily understandable projection of an increasingly digital world. It's a really exciting idea of how the markets are changing, one which will have to be adapted in some form or another. Embracing "free" to create super-fans!

  17. 4 out of 5

    Isao Otika

    An insightful approach on combining the power of free with technology to capture an audience where one on one relationships are built as a means of converting mere onlookers into paying super fans of your product or service.

  18. 5 out of 5

    Jessie

    Excellent distillation and expansion on the theory of direct-to-fan strategy: to simplify, build a direct relationship with fans, and offer a range of price points to ensure no money is left on the table. Highly recommended for anyone in the business of marketing.

  19. 4 out of 5

    Vilhelms

    Grāmata apraksta peļņas modeļu maiņu digitālajā laikmetā, detalizēti, ar piemēriem argumentējot, kādēļ ierastie peļņas modeļi ir lemti nāvei, un kā izmantot šīs pārmaiņas savā labā. Gana aizraujoši sarakstīta, svaigi un vērtīgi piemēri. Vērts izlasīt.

  20. 4 out of 5

    Warren Gossett

    This books discusses how we can accelerate along the curve from being Internet strangers to curious watchers to followers to super fans. And then the thrill of being super creatives. Humanity needs to come alive, unlock the brilliance, find the answers we are dying without. And really live.

  21. 4 out of 5

    Sergey Kochergan

    Worth reading for those who involved into digital marketing.

  22. 5 out of 5

    Tim Dempsey

    Fabulous book - very well written challenge to incumbent business models

  23. 4 out of 5

    Ric

    Very insightful as to how the distribution of media works in the modern age: a wise read for all dinosaurs who can't make old media work anymore. Very insightful as to how the distribution of media works in the modern age: a wise read for all dinosaurs who can't make old media work anymore.

  24. 5 out of 5

    Sanath Kumar

    This book gives lot of insights on why would someone give you digital content at free of cost. It gives the answer to How to make money with freemium model in digital economy?

  25. 4 out of 5

    Helen

    Understand the market and consumer better

  26. 5 out of 5

    David

    A thoughtful and innovative take on how to make money with content in the changing market enabled by the Internet.

  27. 5 out of 5

    Patrick Macgougan

    This is an important book for anyone in business. As industries change, this thinking is the way to take advantage. Musicians, artists or anyone creating something NEED to read this.

  28. 5 out of 5

    Arif Ramadan

    Stuff we know but simplified and given tangible examples. Style is dispassionate and direct. Exactly what's needed around this subject in my opinion! Stuff we know but simplified and given tangible examples. Style is dispassionate and direct. Exactly what's needed around this subject in my opinion!

  29. 5 out of 5

    Jonas Heide

    If you've followed debates on the future of business there isn't that much new here. But the examples are good and "the curve" is a very sensible way to understand it all. If you've followed debates on the future of business there isn't that much new here. But the examples are good and "the curve" is a very sensible way to understand it all.

  30. 4 out of 5

    Tom Hart

    Very thoughtful writing on how to approach selling things (or your time) in the digital age.

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