1. HOW ENDLESS CHOICE IS CREATING
UNLIMITED DEMAND: Chris Anderson
By: Adaeze & Michelle

2. • Wi r e d Ma g a z i n e d e f i n i t i o n
of t h e l o n g t a i l . I t ’s t h e
my r i a d of t he ni c he
pr o d u c t s wh o s e c o l l e c t i v e
ma r k e t s ha r e c a n r i v a l t he
bl oc k bus t e r s .
• T h e l o n g t a i l i s wh e n
s e l l i n g l e s s o f mo r e c a n b e
j us t a s pr of i t a bl e a s

3. The Long Tail: Why the Future of Business Is Selling
Less of More

4. • Be f or e t he I ndus t r i a l
Re v o l u t i o n , mo s t c u l t u r e w a s
l o c a l . T h e r e wa s a n e a r l i e r
e r a of ni c he c ul t ur e de f i ne d
by ge ogr a phy .
• Cu l t u r e w a s f r a g me n t e d
be c a u s e of t he l a c k of r a pi d
t r a ns por t a t i on a nd
c o mmu ni c a t i on a nd t hi s
l i mi t e d c u l t u r a l mi x i ng, ne w
i d e a s a nd t r e nds .
• T h e e a r l y 19t h e r a o f m o d e r n
i n d u s t r y a n d t h e g r o wt h o f

5. • I n m i d 19t h c e nt ur y s e v e r a l
t e c hnol ogi e s e me r g e d . T h e s e
t e c hnol ogi e s l e d t o t he
f i r s t gr e a t wa v e o f p o p u l a r
c u l t ur e .
• As t e c hnol ogy gr e w s o di d
t h e a bi l i t y f or
c u l t ur e , i de a s a nd t r e nds t o
r e a c h f ur t he r
pl a c e s , c r e a t i ng a gr e a t e r
de ma n d f o r p o p u l a r c u l t u r e

6. MA K E I T , G E T I T O U T T H E R E A N D H E L P
ME F I N D I T
• O u r c u l t u r e a n d e c o n o my a r e
i n c r e a s i n g l y s h i f t i n g a wa y f r o m
a f o c u s o f a r e l a t i v e l y s ma l l
n u mb e r o f h i t s a t t h e h e a d o f t h e
d e ma n d c u r v e , b u t mo v i n g t o w a r d s a
h u g e n u mb e r o f n i c h e s i n t h e t a i l .
• I n a n e r a wi t h o u t t he c o ns t r a i nt s
of phy s i c a l s he l f s pa c e , n a r r o wl y
t a r ge t e d goods a n d s e r v i c e s c a n
be a s e c o n o mi c a l l y a t t r a c t i v e a s
ma i ns t r e a m f a r e .

7. F o r c e 1: D e m o c r a t i z i n g t h e t o o l s o f
pr oduc t i on
• gi v i ng e v e r y one t he c a pa c i t y t o
c r e a t e = Mo r e s t u f f w h i c h l e n g t h e n s
t he t a i l .
F o r c e 2: C u t t i n g t h e c o s t o f
c o n s u mp t i o n b y d e mo c r a t i z i n g
d i s t r i but i on
• a n y o n e c a n ma k e c o n t e n t s o o t h e r s
c a n e n j o y i t . t h e I n t e r n e t h a s ma d e
e v e r y o n e a d i s t r i b u t o r = Mo r e
a c c e s s t o n i c h e s , wh i c h f l a t t e n s
t he t a i l
F o r c e 3: C o n n e c t i n g s u p p l y a n d d e ma n d
• I nt r oduc i ng c u s t o me r s t o t h e s e n e w
a v a i l a bl e goo d s a n d d r i v i n g d e ma n d
d o wn t h e t a i l = Dr i v e s b u s i n e s s e s
f r om hi t s t o n i c he s

8. • Fo r e x a mp l e w h e n r e s e a r c hi ng
f o r Fi f a 06 – a 5 y e a r ol d g a me
wa s a v a i l a bl e on A ma z o n we
f o u nd t ha t t he ga me w a s v e r y
mu c h a v a i l a bl e .
• Ho we v e r , wh e n we s e a r c h e d f o r
F i f a 06 o n H M V i t w a s
una v a i l a bl e .
• T h i s i s b e c a u s e A ma z o n i s
a bl e t o pr ov i de da t e d
p r o d u c t s a s i t h a s t h e me a n s

9. • A me r i c a n Hi s t o r y X i s a mo v i e
t ha t c a m e o u t i n 1998 w h e n
s e a r c h i n g f o r t h e DVD o n H MV
onl i ne a nd a t t he s t or e i t w a s n ’t
a v a i l a bl e .
• Ho we v e r , Ha r r y Po t t e r a n d t h e
Ph i l os o p h e r s S t o n e (2001); t h e f i r s t
of t he h a r r y p o t t e r f i l ms t o c o me
ou t 10 y e a r s a g o wa s a v a i l a b l e
on l i ne a nd a t t he s t or e .
• Ca s a bl a nc a (1942) i s a r g u a bl y o n e
of t he be s t f i l ms o f a l l t i me a nd
a l t hough a n o l d mo v i e t h a t wo u l d
mo s t l i k e l y ha v e a ni c he t a r g e t

16. • Th u s t h e e c o n o mi c
e f f i c i e nc i e s of de a l i ng
on l y i n b i t e s w o u l d n ’t j u s t
be e x t e nde d i n t he l ong
t a i l b u t a l s o i mp r o v i n g t h e
e c o n o mi c s o f t h e
he a d , wh e r e t h e r e a r e f a r
mo r e pounds a t s t a k e .
• Th i s i s ne e dl e s s t o s a y a
po we r f ul a t t r a c t i on a nd
wi l l onl y a c c e l e r a t e t he
a d op t i on of t he t e c hnol ogy .