Reading Reflection No. 2

The Long Tail: Why the Future of Business Is Selling Less of More
Chris Anderson

1. General Theme/Argument
• The general theme revolves around "hits" no longer being the driving force in entertainment and business. Rather than selling a lot of a very popular item/product/etc., it is better to extend all the way down to the less popular products/ideas/etc. (niche markets) and making them available for sale. This has become popular through the use of the internet which alleviates the costs of overhead and shelf space allowing anyone to become a producer and sell virtually anything at very little cost. 
2. Connection To ENT 3003

• This book connects with the course material and teachings through identifying unmet needs (opportunities) and acting on them accordingly. This book focuses on creating niche markets which allow millions of amateurs to produce goods and services instead of relying on the few professional producers to decide what the public will consume. This enhances what I am learning in that it reinforces the idea of keeping my eyes open and viewing daily activities from an entrepreneurial perspective. With the advances in technology, I am now able to produce what I think is an unmet need to consumers
  without having to risk an excessive amount of capital and investment towards a new venture.
3. Exercise Design
• The exercise I would design would involve finding a current product/service/idea/etc. and extending it downwards towards the long tail. In other words, I would focus the exercise around industries that provide a current consumer need (shopping, web-searching, home cleaning, entertainment, reading, etc.) and have students identify who is at the top of the mountain in that area. I would next ask what does this particular company provide and how do they remain at the top of the mountain. Finally, I would ask how could producers at the bottom (individuals and amateurs) produce the same goods or provide the same services in a different way with minimal costs that will move up towards the head at the top of the curve rather than the good or service trickling from the head at the top down towards the tail.
4. 'Aha' Moment
• I learned the business models of the companies which are now the most profitable such as Amazon and Netflix and how they were able to change the entire landscape of the market. One 'aha' moment came it was stated producers such as KitchenAid would give exclusive colors to certain distributors which effectively enabled them to sell more of their white appliances. Also they made a variety of colors available online for people to really capture the 'niche' market and customize their appliances to their own color specifications. This has become increasingly popular in many areas from appliances to shoes where everyone wants their own individuality to stand out as opposed to owning what the "trend-setters" say we should own. I learned giving consumers more options with filters and sorting functionality will not overwhelm people and it will provide them with the opportunity to achieve a product to their own requirements which will effectively make them happier than having a product chosen for them.

Please answer my poll at the bottom below the comment box. Thanks.