The Ends Game: How Smart Companies Stop Selling Products and Start Delivering Value (Management on the Cutting Edge)

Contrast high margins in e-commerce with Lean Commerce where your value matches margin and is not left for grab by competitors without delivering the value. 

I like to say "Stop thinking so hard". Just go show your idea to a customer. Just the act of finding a customer will tach you a lot about your idea...such as do you even know who you are building for? and do they care enough to get on a video call with you? https://t.co/I8RtZpGDMQ

— Jim Morris (@sfjmorris) August 26, 2020

Watching how your customers use your product can open a new category for you. It helps you beat the competition too. Kleenex made as facial tissue was being used to blow noses and then the wipes were disposed.

This book goes through the trajectory of products, market research, advertising.

"Reducing access, consumption and performance waste." This is a huge concept. Absence of Impact data provides this opportunity. Models for these . Unbundling is one way of reducing the consumption waste.

"The right revenue model is what sustains the relationship."

"If Teatrenue is in the comedy business then it should sell comedy, not tickets". One thing to note here is that the catalyst for this innovation was the hike in taxes.

Tide understanding customer consumption behavior