Trends Report

Brief: Digital Winners Know That More Is More

Uber, Financial Services, And The End Of Zero-Sum Thinking

April 19th, 2016
With contributors:
Oliwia Berdak , Michelle Moorehead , Diane Lynch , Anna Berman


Uber is the most prominent proof that a new economic model has changed how businesses succeed. The model, based on positive-sum thinking, rejects the age-old assumption of scarcity. This brief looks beyond Uber to identify the principles of abundance-based thinking, presenting Tesla Motors, Theranos, and Tableau Software, along with the entire financial services industry, to illustrate the power of giving customers more to get more in return. To win, CMOs must lead their organizations through the valley of doubt into this powerfully disruptive way of thinking.

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