The Great Fragmentation: And Why the Future of Business is Small (Steve Sammartino, 2014)


  • Life in boxes cycle: travel > work > watch media > shop retail >
  • Businesses always hope to aim for mindless consumers
  • Driven by technology, the price of everything is lowering
  • If this then that (IFTTT) - auto trigger
  • Biomimicry - imitation of the models, systems and elements of nature for the purpose of solving complex human problems
  • Psychometrics - the science of measuring mental capacities and processes
  • Hourglass launch strategy
    • Stage 1: Invest in build, wide inputs, crowd-pleasing ingredients
    • Stage 2: Focused launch, point to single output, rapid energy release
    • Stage 3: Audience creates reach, crowd reinterpret


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