For most of the last century, companies strived to sell more of the same products at the same prices. But the future is about variation: tailoring products for customers, and letting your biggest fans spend as much as they like on things they value. The Curve shows us not to be afraid of giving some things away for free. Value lies in how you make people feel, by building communities, bespoke products and experiences. Small numbers of high spenders are enough to fuel a profitable business. With stories drawn from artists, toymakers, sports, food, manufacturing and more, The Curve is nothing short of a business thinking revolution. '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.

Includes bibliographical references and index.