The Long Tail (New Edition The Longer Tail)

I really enjoyed reading the Long Tail by Chris Anderson.  The book considers the impact of several recent phenomena to demonstrate how the old conventional rules around building a business may no longer need to be applied.  In particular he discusses how the internet has dramatically broadened the consumer’s choice.  This, coupled with advances in just in time manufacturing and centralised warehousing with far more efficient distribution, has lead to new and emerging very different business models.

He also uses the book to give an insightful overview of how the web has developed over the last few years and how businesses have been able to harness its power and potential to realise new profits and reach new customers.  He describes in detail the digitalisation of many products such as music, books and films, and the processes and marketing tools businesses are using to sell and distribute these.

The book is easy to read, insightful and also inspirational.  Chris Anderson suggests that the world wide web has a) reduced the cost entry point at which people can offer a product for sale, b) reduced the minimum run rate for product manufacturing in many circumstances, c) greatly expanded the boundaries of a market for even the smallest business, d) increased consumer choice and in doing so created a huge number of niche business opportunities.  He explains how the explosion of this technology has created global networks, stimulated innovation, blurred the gap between professions and enthusiastic amateurs, and built a new culture where the minority thrive rather than being concerned with trying to become the majority to get their voice heard.

A great ready from many perspectives.