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By Benedict Evans
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Related frameworks
Marketing4 steps
Distribution Beats a Commodity Product
When products in a category are basically interchangeable, an adequate product with superior distribution wins
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Self-Mastery4 steps
Dive-In Career Strategy for a Platform Shift
Facing a disruptive technology, submerge yourself in it and aim to hold at least two of three career pillars
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Mindset4 steps
Presume Radical Uncertainty (The 1997 Lens)
Treat an emerging platform as if it were 1997 for the internet: assume most of it doesn't work and you can't yet name the winners
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Innovation4 steps
Price-Elasticity Three-Response Model
When a technology makes something cheaper, work out which of three demand responses your market will take
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Strategy4 steps
Task vs. Job Automation Test
Before predicting a role's automation, ask whether the automatable task IS the job or just one piece of it
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Strategy5 steps
Value-Up-The-Stack Test
To find where the money accrues in a platform shift, test the infrastructure layer for network effects, differentiation, and pricing power
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