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The Curve: How Smart Companies Find High-Value Customers Hardcover – October 3, 2013


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Product Details

  • Hardcover: 256 pages
  • Publisher: Portfolio Hardcover (October 3, 2013)
  • Language: English
  • ISBN-10: 1591846633
  • ISBN-13: 978-1591846635
  • Product Dimensions: 6.3 x 0.9 x 9.3 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (15 customer reviews)
  • Amazon Best Sellers Rank: #642,638 in Books (See Top 100 in Books)

Editorial Reviews

Review

“Business is changing. The days of one size fits all are over. From pay-whatyou- 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.”
Jonah Berger, marketing professor at the Wharton School, and author of Contagious: Why Things Catch On

“Before reading this book, I was behind the curve. Now, I’m behind The Curve—as a supporter of Lovell’s provocative and important thesis that marketers have to think very differently today about the relationship between pricing and value.”
Robert B. Cialdini, author of Influence

“In The Curve Nicholas Lovell adds the desperately needed perspective of dynamic pricing to the ongoing shift into today’s world of mass-customized offerings and experience-seeking consumers. It will show you how to find markets within each individual and thereby fill demand all along the curve.”
B. Joseph Pine II, coauthor, The Experience Economy and Infinite Possibility

About the Author

Nicholas Lovell is an author and a consultant who helps companies embrace the transformative power of the Internet. His blog, GAMESbrief, shows how
digital is transforming gaming—and how to apply that knowledge to other industries. His clients have included Firefly, nDreams, and Square Enix (creators of Tomb Raider), as well as Channel 4 and IPC Media. His articles have appeared in the Wall Street Journal, TechCrunch, and Wired. He lives in London.

www.nicholaslovell.com

More About the Author



I'm Nicholas Lovell, the founder of GAMESbrief. I'm the author of several books on self-publishing games in the Internet age, including the reference work How To Publish A Game, and a consultant for many companies who are seeking to overcome the challenges - and seize the opportunities - offered by the rise of online, mobile and social gaming.

For fifteen years, I have been involved in the overlapping areas of technology, media and finance. I have worked in the City of London in mergers and acquisition, held senior executive roles at digital start-ups ShopSmart and GameShadow, and started a financial consultancy for computer and video games companies, Lodestar Partners.

Today, I provide strategic and online marketing advice for clients who have included Atari, Channel 4, Channelflip, Dynamo Games, Firefly Studios (who recently self-published MMO title Stronghold Kingdoms), IPC Media, Rebellion and Square Enix. I'm also a non-executive director at developer nDreams. (Have a look at some testimonials from my past and present clients.) I write for games trade publications including GamaSutra, the Wall Street Journal, MCV and Develop on a regular basis, and have also been published several times in Steve Jackson Games' online magazine, Pyramid.

Games have always been a part of my life - and while some are fearful of the changes the Internet is bringing about in this business, I couldn't be more excited to see what the future will hold. There has never been so much potential for bright, creative entrepreneurs to make their mark, and their fortune, in gaming. With GAMESbrief, my books, masterclasses and consultancy services, I want to help those brilliant developers to realise their potential, avoid financial and legal pitfalls, and build the games businesses of tomorrow.

Customer Reviews

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We have seen that in the music business, in film and in the publishing industry.
Anil Kutty
If you want to understand at a high level why digital solutions took the world by storm I recommend to read this book.
Mohamed Kargbo
To me this is another case of an idea that is better covered by an article or summary instead of a book.
edu braat

Most Helpful Customer Reviews

2 of 2 people found the following review helpful By edu braat on July 30, 2014
Format: Kindle Edition Verified Purchase
That your most enthousiastic fans are likely to bring you the most revenue is not new. Artists, publishers and fashion designers discovered this long ago. However, it is not applicable in every business, as becomes apparent when Lovell moves from one business to another and often does not deliver useful tips beyond the obvious. To me this is another case of an idea that is better covered by an article or summary instead of a book. In fact, the free sample tells all.
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3 of 4 people found the following review helpful By Florian Vey on October 15, 2013
Format: Hardcover
The Curve is inspiring and entertaining at the same time. Nicholas Lovell has brought together an array of examples in which his idea of how business-customer relationships are changing can be seen. I had a notion about the process he describes before reading his book. Afterward I felt I had a clear and structured understanding of what is going on around me.

I found his ideas to be extremely enlightening and useful. I will definitely use them in any of my upcoming projects.

Furthermore, I like the way in which the removal of gatekeepers through the Internet enables creators to build and sell their ideas on their own. I believe this will lead to a merit based economy rather than one for the mighty incumbents.

I think it is a must read for entrepreneurs in whatever field. So, five stars.
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2 of 3 people found the following review helpful By Richard Love on January 15, 2014
Format: Kindle Edition Verified Purchase
This is one of those "big idea" books where you get a whole new way of looking at something (in this case customers) and you'll get loads of insight and new ideas for your marketing.
Unfortunately, once you understand The Curve, the book feels like a rehash of the one idea from several angles with little new in each chapter as you proceed.
This is one every marketer needs to read, but it's a bit dull after the first few chapters.
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2 of 3 people found the following review helpful By Anil Kutty on October 14, 2013
Format: Kindle Edition Verified Purchase
The way that businesses work has changed dramatically. Through the Internet it has become easier than ever before to get in contact with customers, but at the same time it has become very difficult to convince them to pay for whatever you offer. We have seen that in the music business, in film and in the publishing industry. Instead of being afraid of this development, Nicholas Lovell argues that businesses should embrace it. In the Curve he shows you how to convert modern "window shoppers" into paying customers.

My company, 1SDK, operates in the mobile gaming space so I know a little bit about the business, but Lovell's book was able to teach me a lot still. At the same time I would recommend it to anyone, regardless of what type of business you are working in. Lovell gives a myriad of examples of people who have leveraged The Curve from all industries. He even includes the story of a flour company that has managed to grow from a local business into a nation-wide brand by offering free services.

In his own words "the secret of the Curve is about building upwards from whatever base you have, finding and satisfying customers who love what you do and allowing them to spend lots of money on things they value". In essence those customers that you might perceive as freeloaders are actually an asset to your business because of two reasons. The first is that they serve as the best marketing tool out there, recommending your products or services to others. The second is that in the age of social media they serve as an audience for those of your customers who buy your premium products. Without the ability of your "superfans" to show to this audience that they have bought your premium products they probably would not do it.
Read more ›
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Lovell has brought the insights he shares in his blog, Gamesbrief, to “The Curve” with much more. His work has given those of us in the free to play game business rules to follow that enlighten and provide direction to succeed. “The Curve” adds many additional examples of how to offer those fans who love what you do the opportunity to gratefully and proudly purchase something very special that costs a lot. The addition of this open door to higher priced special purchases will add substantially to the bottom line of those who follow Lovell’s advice. I highly recommend “The Curve” to anyone who is a marketer or entrepreneur, and to the executives in large companies who have websites or virtual worlds they are having trouble monetizing. His illuminating insights and advice are extremely worthwhile. I also recommend Lovell’s blog, [...] to anyone developing a game or app.
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By Yves Grolet on February 11, 2014
Format: Hardcover Verified Purchase
The ideas presented in this book are presenting the revolution that Internet distribution is. It shows how free product on Internet are not a thread for businesses but an opportunity to harvests. I found this book more usable (in my context) than the Septh Godin ones, that i also admire.
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By TwistedSage on February 10, 2014
Format: Kindle Edition Verified Purchase
After reading this book i'm now af desciple of The Curve. And you will too if you want a thriving business in the future :)
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Lovell has an ability to write in a conversational way that is both engaging and entertaining. I understood a bit about the digital space but after this read I have a grasp of the trends and reasons that digital has been such a force in the business place. If you want to understand at a high level why digital solutions took the world by storm I recommend to read this book.
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