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Curve (Anglais) Broché – 18 septembre 2013

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Descriptions du produit

Revue de presse

An astute and perceptive guide to the new rules for making money in a radically disrupted internet economy. This book deserves to be a hit. (David Rowan, editor, WIRED)

From the commercial vortex of the internet, Lovell has neatly forged The Curve, a comprehensive consumer-buyer model any business can lucratively exploit. (The Observer)

How do you make money when cyberspace is heaving with freeloaders who expect to get their news, games, software and music free? Nicholas Lovell offers a new business orthodoxy: he reckons the key to online commerce is a curve (Sunday Times (Books of the Year))

Arresting. Lovell argues his case colourfully and fluently (Financial Times)

Business is changing. The days of one-size fits all are over. From pay-what-you-want pricing to niche customization, customers have come to expect (and demand) more. The Curve welcomes us to this new reality and shows us how to take advantage of the exciting opportunities it offers. (Jonah Berger, author of Contagious: Why Things Catch On)

Before reading this book, I was behind the curve. Now, I'm behind The Curve - as a supporter of Lovell's provocative and important thesis that marketers have to think very differently today about the relationship between pricing and value (Robert Cialdini, author of Influence) --Ce texte fait référence à l'édition Broché .

Présentation de l'éditeur

The Curve is a new way of doing business and of seeing the world.In the digital age everyone struggles to answer one question: how do I get people to pay when so much is free?The answer is the Curve. Whatever business or creative field you are in, Nicholas Lovell's startling book encourages you to embrace giving some things away for free. By stimulating interest and cultivating communities, you'll build relationships with your audience and your fans, who'll want more of what they love.With stories ranging from musicians and artists to gaming and flour companies, from Kickstarter to Angry Birds, The Curve shows how to connect with people - and make them happy to pay up for the very best you can offer. 'A neatly forged, comprehensive model any business can lucratively exploit' -Observer 'An astute and perceptive guide to the new rules for making money in a radically disrupted internet economy. This book deserves to be a hit' -David Rowan, editor, WIRED + cover of 10 WAYS TO MAKE MONEY IN A FREE WORLD With text below reading: FREE EBOOK AVAILABLE NOWNicholas Lovell is an author and consultant who helps companies embrace the transformative power of the internet. His blog, GAMESbrief, is read by those seeking to learn how digital is transforming gaming - and how to apply that knowledge to other industries. His clients have included Firefly, nDreams and Square Enix (creators of Tomb Raider), as well as Channel 4 and IPC Media. His articles have appeared in TechCrunch, Wired, and the Wall Street Journal. He lives in London.@nicholaslovellwww.nicholaslovell.com --Ce texte fait référence à l'édition Broché .

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Commentaires client les plus utiles sur Amazon.com (beta)

Amazon.com: 17 commentaires
4 internautes sur 5 ont trouvé ce commentaire utile 
Really pins it down what makes today's businesses successful 15 octobre 2013
Par Florian Vey - Publié sur Amazon.com
Format: Relié
The Curve is inspiring and entertaining at the same time. Nicholas Lovell has brought together an array of examples in which his idea of how business-customer relationships are changing can be seen. I had a notion about the process he describes before reading his book. Afterward I felt I had a clear and structured understanding of what is going on around me.

I found his ideas to be extremely enlightening and useful. I will definitely use them in any of my upcoming projects.

Furthermore, I like the way in which the removal of gatekeepers through the Internet enables creators to build and sell their ideas on their own. I believe this will lead to a merit based economy rather than one for the mighty incumbents.

I think it is a must read for entrepreneurs in whatever field. So, five stars.
3 internautes sur 4 ont trouvé ce commentaire utile 
The Curve allows you to weather the storm 14 octobre 2013
Par Anil Kutty - Publié sur Amazon.com
Format: Format Kindle Achat vérifié
The way that businesses work has changed dramatically. Through the Internet it has become easier than ever before to get in contact with customers, but at the same time it has become very difficult to convince them to pay for whatever you offer. We have seen that in the music business, in film and in the publishing industry. Instead of being afraid of this development, Nicholas Lovell argues that businesses should embrace it. In the Curve he shows you how to convert modern "window shoppers" into paying customers.

My company, 1SDK, operates in the mobile gaming space so I know a little bit about the business, but Lovell's book was able to teach me a lot still. At the same time I would recommend it to anyone, regardless of what type of business you are working in. Lovell gives a myriad of examples of people who have leveraged The Curve from all industries. He even includes the story of a flour company that has managed to grow from a local business into a nation-wide brand by offering free services.

In his own words "the secret of the Curve is about building upwards from whatever base you have, finding and satisfying customers who love what you do and allowing them to spend lots of money on things they value". In essence those customers that you might perceive as freeloaders are actually an asset to your business because of two reasons. The first is that they serve as the best marketing tool out there, recommending your products or services to others. The second is that in the age of social media they serve as an audience for those of your customers who buy your premium products. Without the ability of your "superfans" to show to this audience that they have bought your premium products they probably would not do it.

Not only does Lovell draw from his experience in the gaming industry, but he grounds his arguments in theoretical knowledge from the fields of economics, psychology and even evolutionary biology. For instance he explains how economies of production have moved from individual production through mass production in the industrial age to what we now see as "mass customization".

It is essential to understand the new way that markets work so that you can weather the storm no matter how circumstances change.

Plus it is fun to read. I finished it over the weekend.
3 internautes sur 4 ont trouvé ce commentaire utile 
Think favors rather than features 30 juillet 2014
Par edu braat - Publié sur Amazon.com
Format: Format Kindle Achat vérifié
That your most enthousiastic fans are likely to bring you the most revenue is not new. Artists, publishers and fashion designers discovered this long ago. However, it is not applicable in every business, as becomes apparent when Lovell moves from one business to another and often does not deliver useful tips beyond the obvious. To me this is another case of an idea that is better covered by an article or summary instead of a book. In fact, the free sample tells all.
3 internautes sur 4 ont trouvé ce commentaire utile 
Great idea--a bit slow 15 janvier 2014
Par Richard Love - Publié sur Amazon.com
Format: Format Kindle Achat vérifié
This is one of those "big idea" books where you get a whole new way of looking at something (in this case customers) and you'll get loads of insight and new ideas for your marketing.
Unfortunately, once you understand The Curve, the book feels like a rehash of the one idea from several angles with little new in each chapter as you proceed.
This is one every marketer needs to read, but it's a bit dull after the first few chapters.
Marketing hasn't changed; only the delivery method has 25 novembre 2015
Par The Man in the Hathaway Shirt - Publié sur Amazon.com
Format: Relié Achat vérifié
Offering them something that doesn't cost much or anything to lure them in, then offer the ones who really like your product something else that's more expensive; the latter item is where you make your real money. Ah, got it, the free sample! Old as the hills. Or lose money on something in the hopes that some will purchase other, more expensive things to cover it. The loss leader! Never heard of that one before. Aside from these micrograms of wisdom, the book goes on and on with redundant example after redundant example. It could have been 1/4 its length and it's not all that long. The last couple sections, with examples of how you can expand this approach to non-digital things like brick-and-mortar goods, make the book a cut better than most, even though the author admits he doesn't really know if his advice will work, that he's just offering up suggestions and you should take that section in the spirit of experimentation.

Fine, but this book isn't exactly about what its title promises. It's not how companies find high-value customers. It's about how a few outliers made quirks work for them. But for every online "entrepreneur" for whom this works, there are far more for whom it doesn't. I personally recall being at an event where the speaker asked how many people in the audience had been engaged in social marketing and nearly every hand went up. He then asked how many it had helped, and two hands went up. He then said he was going to show them new and different things, but when I was leaving the event I heard people saying that's exactly what they've been doing.

The point is that these books are great for telling stories ("telling your story" seems to be the vogue now in marketing) but ironically, while these social media guys are always pushing for "metrics" and "big data," they offer up very little if any for how their social media efforts work out *overall.* Far better to cherry-pick the couple of successes than deal with results overall, even though they argue against *you* doing this. There's a single story about Barry and his online business and how he had meteoric success, but little data on how many Barrys there are vs. Sallys, who have seen their businesses go nowhere. I'm betting there are far more Sallys than Barrys. But you won't learn this from these marketers. As another three-star reviewer says here, "To me this is another case of an idea that is better covered by an article or summary instead of a book." Yupper.
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