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Sidestep and Twist by James Gardner

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NO. 7: TWISTS ARE NEVER EARLY ENOUGH

At Facebook, it was a combination of twists – a double twist based on localities, and a second one using an ecosystem of complimentary products – that eventually conquered MySpace. Facebook started to build the former the moment it launched, targeting an ultra-niche: college students at Ivy League schools. The timing is instructive because, ultimately, twist construction is actually a race to critical mass. In general – though not always – a company that achieves critical mass first will likely win any platform battle. And platform battles are a common occurrence whenever there is an easy sidestep to be made.

One of the most interesting battles for market supremacy at the moment is one we started to examine ...

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