Author(s): Nicholas Lovell

Leadership & Management

For most of the last century, companies strived to sell more of the same products at the same prices. But the future is about variation: tailoring products for customers, and letting your biggest fans spend as much as they like on things they value.The Curveshows us not to be afraid of giving some things away for free. 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.With stories drawn from artists, toymakers, sports, food, manufacturing and more, The Curve is nothing short of a business thinking revolution.