Tag: ubiquitous

10/09

“Being There” is Overrated

From Seth Godin: Ubiquitous distribution is overrated Some industries (like book publishers and analgesic makers) believe that they best serve their audience when the product is available everywhere. It's pretty rare to find a book that's only available in one chain of bookstores, or a pain reliever that's only in one sort of drugstore. The thing is, scarcity creates value. You can't get a Pepsi at McDonald's. You can't buy Hermes at Target. By limiting choice, you can create value. Exclusivity is often underrated. The significance of this for an audience of broadcasters can't be … [Read more...]

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