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Description edit
"The Mesh is reshaping how we go to market, who we partner with, and how we invite participation and engage new customers. . . . If you embrace the Mesh you'll discover how your business can inspire customers in a world where access trumps ownership." - Lisa Gansky Traditional businesses... read more
Ridiculously Simplified Synopsis edit
Quotes edit
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“Define. Refine. Scale.”
Lisa Gansky
- Popular Highlights from Kindle Customers
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Mesh businesses share four characteristics: sharing, advanced use of Web and mobile information networks, a focus on physical goods and materials, and engagement with customers through social networks.
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A recent study by McKinsey concluded that a recommendation from a “trusted source” like a friend or family member was fifty times more likely to persuade someone to buy a product or try a new brand.
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Look around you for physical resources that could be more efficiently and profitably shared using information networks.
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There are seven keys to building trust in the Mesh: 1. Say what you do—manage expectations and revisit them
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Zipcar is primarily an information business that happens to share cars.
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Fundamentally, the Mesh is based on network-enabled sharing—on access rather than ownership. The central strategy is, in effect, to “sell” the same product multiple times. Multiple sales multiply profits, and customer contact. Multiple contacts multiply opportunity—for additional sales, for strengthening a brand, for improving a competitive service, and for deepening and extending the relationship with customers.
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The same study reported that word of mouth is the “primary factor” behind between 20 and 50 percent of purchases, and emphasized the expanded role of information networks in driving this development.
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All the Mesh businesses rely on a basic premise: when information about goods is shared, the value of those goods increases, for the business, for individuals, and for the community.
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Successful Mesh businesses harness information from customers, combine it with data from physical products and social networks, and then use that information to satisfy customers, and their friends, in ways never before dreamed of.
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there is gold in giving people convenient access to shared goods.
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First Sentence edit
"What's good for General Motors is good for the country," CEO Charles E. Wilson bragged to a Senate subcommittee in 1953.
Table of Contents edit
Introduction
1. Getting to Know the Mesh
Two parts data and a pinch of social; better things, easily shared; wear your mesh lenses; my date with mini mucho; welcome to the mesh buffet.
2. The Mesh Advantage
Network power, leveraged; panning for gold, or meet my friend, the filter; spice up your mesh with partners.
3. Mesh Design
Heirloom design, or the half-life of crap; the welcome return of Mr./Ms. Fixit; design is continuous and two-way; impersonate nature wherever possible.
4. In with the Mesh
Why now?; what gets measured gets managed; hidden assets in what some call waste; being dense is cool; the value of your customers' footsteps, or how can I make you never go?
5. In Mesh We Trust
Trust erosion, or sandbags and other customer-retention strategies; trials, the first date all over again; delight is contagious and so is its evil twin; caution when cussing at customers.
6. The Mesh as Ecosystem
Meet you in the cloud; find a niche and go stand there; your customers are your customers' customers; the rediscovery of how; don't nap, adapt.
7. Open to the Mesh
And then there was a network, and it was open; what's that you're hiding?; open up and make good things happen faster; expecting transparency; early in, we all benefit--later on, I may want my toys back.
8. Mesh Inc.
Netflix slays a movie dragon; hit them where they thrive; five flavors of the big mesh; how to build a bigger box; take a geek to lunch.
9. Seed Your Own Mesh
Make the everyday better; arrive early, stay for the main meal; define, refine, and scale; leverage the "now," grasshopper; finally, give serendipity a big squeeze.
The Mesh Directory
A descriptive listing of over 1,000 Mesh ventures, in clothing, education, energy, finance, food and wine, gardening, health and fitness, real estate, technology, vacations, and many other categories. Plus selective case studies of Mesh enterprises.
Acknowledgments
The Mesh References
Index
Authors & Contributors edit
- Lisa Gansky (Author)
First Edition edit
Original Language: English
Publisher: Portfolio Penquin
Country: USA
Publication Date: September 2010
ISBN: 978-1-59184-371-9
Page Count: 256
Publisher: Portfolio Penquin
Country: USA
Publication Date: September 2010
ISBN: 978-1-59184-371-9
Page Count: 256
Classification edit
- Library of Congress: HD9999.L4362G35 2010
- Dewey: 658
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