How Smart Companies Find High-Value Customers
ISBN 9781101631447 | 256 pages | 03 Oct 2013 | Portfolio | 18 - AND UP
Summary of The Curve Summary of The Curve Reviews for The Curve An Excerpt from The Curve
How to make money when customers expect your products for free
For most of the last century, companies strived to control costs and shift as many units as possible. But now the price of many digital products has dropped to zero, requiring a new kind of business model.
The Curve is about accepting that millions of people now expect your product for free—because a small number of high spenders are enough to build a profitable business.
In games, free is the norm, but some fans now spend hundreds or thousands of dollars while playing a single title. That means the focus is no longer on how many units you can sell. It is on how you can satisfy those users who are happy to pay enormous amounts of money for things they value.
This idea has already transformed areas like music, books, and film, and is rapidly spreading to the physical world as 3D printing becomes reality and the specter of piracy hits businesses of every kind.
With stories drawn from cutting-edge artists, videogames, and more, The Curve shows you how to forge relationships with your biggest fans and sustain long-term success.
“Business is changing. The days of one size fits all are over. From pay-whatyou- want pricing to niche customization, customers have come to expect (and demand) more. The Curve welcomes us to this new reality and shows us how to take advantage of the exciting opportunities it offers.”
—Jonah Berger, marketing professor at the Wharton School, and author of Contagious: Why Things Catch On
“Before reading this book, I was behind the curve. Now, I’m behind The Curve—as a supporter of Lovell’s provocative and important thesis that marketers have to think very differently today about the relationship between pricing and value.”
—Robert B. Cialdini, author of Influence
“In The Curve Nicholas Lovell adds the desperately needed perspective of dynamic pricing to the ongoing shift into today’s world of mass-customized offerings and experience-seeking consumers. It will show you how to find markets within each individual and thereby fill demand all along the curve.”
—B. Joseph Pine II, coauthor, The Experience Economy and Infinite Possibility
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