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

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  • 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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Mentality is important: accept there is money in your local marketplace, take advantage of the opportunities the recession created, make decisions based on numbers and not opinions Know your numbers Leads x sales conversion = customers Customers x average transaction value x transaction frequency = revenue Revenue x margin = profit Lifetime value (LV) = profit / customers Cost Per Customer (CPC) = marketing investment / customers Cash on Cash Return (CoCR) % = LV / CPC x 100 Know where your customers come from Run competition, privileged club and continuity programs Write to woo customers’ emotions and not their logic - write and submit informative and educational articles online When everybody is your customer, nobody is Developing unique selling distinction = purple cow Customise promotions & sales for every customer - up-sell, cross-sell & down-sell
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