chapter 7



As we’ve seen with the three case studies and other examples throughout the book, many aspects of business-to-consumer industries (B2C) are speeding up, which makes superconsumers all the more useful and powerful. New business models are transforming multiserve categories into single serve (e.g., coffee, wine, laundry detergent) and unlocking growth by increasing the price per unit. Venture-capital money is pouring into companies that are reinventing traditional products such as egg-less mayonnaise. There is likely to be more change in the B2C industry in the next five years than there was in the last fifty years.

This transition is not going to be easy—especially if you work for ...

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