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How Hits Happen: Forecasting Predictability in a Chaotic Marketplace Hardcover – June 3, 1998
| Price | New from | Used from |
- Print length256 pages
- LanguageEnglish
- PublisherHarperBusiness
- Publication dateJune 3, 1998
- Dimensions6 x 1 x 8.5 inches
- ISBN-100887309070
- ISBN-13978-0887309076
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Editorial Reviews
Amazon.com Review
Farrell shows how social interactions create hits, both online and off. Better yet, he demonstrates how computer models are using the mathematics of complexity theory to help predict the hit or flop potential of new ideas, products, and services. What makes the models so fascinating is that they behave as groups of individual consumers, running in simulated communities inside the computer, approximating the reactions of their flesh-and-blood counterparts.
While the principles here apply to the entire world of business, they are particularly essential for those who wish to create an audience or customer base on the Internet, where the hit-creating (and preventing) forces seem to be particularly volatile. And while Farrell makes it clear that hits cannot be manufactured on demand, he is able to provide good advice on tactics, which can swing the odds more in your favor. --Elizabeth Lewis
Review
"How Hits Happen is a lively and eminently practical condensation of the complexity sciences and their implications for product and marketing innovation. Farrell dispells old myths and delivers a wealth of new ideas that will forever change the way you think about how hits happen." -- Paul Saffo, Director, Institute for the Future
"Since everyone wants a hit, this knowledgeable primer on applying the new sciences of complexity could become pretty popular. I hope so -- not because the world needs more subtly engineered hits, but because complex adaptive systems are where and how we live, and understanding helps." -- Stewart Brand, Director, Global Business Network
"[How Hits Happen] is clear and readable. It is entertaining. And it is the best book I have seen yet on what the new ideas of complexity theory have to do with the concerns of business." -- W. Brian Arthur, Santa Fe Institute
About the Author
Excerpt. © Reprinted by permission. All rights reserved.
Fads, Fashions, and Failures
For me, there was something deeply intriguing, and deeply beautiful, about this self-organized emergence of order from disorder, of complexity from simplicity.
--Mitchell Resnick,
Turtles, Termites, and Traffic Jams
In December 1994 a small bar band with the unusual name of Hootie & the Blowfish blipped onto the radar screen of popular culture. Around the country a few college stations had begun to play their first single, a catchy song entitled "Hold My Hand," which soon caught on with alternative stations. Before long, it began to generate significant radio play on top-forty stations as well.
And then, seemingly out of nowhere, the band exploded into the mainstream. Their debut album, Cracked Rear View, soared to the top of the Billboard charts. MTV's sister station, VH1, put their video into heavy rotation. The band went from an opening act for the hip group Toad the Wet Sprocket to a headliner in concert halls reserved for top bands like Smashing Pumpkins or Pearl Jam. They appeared on the cover of Rolling Stone and, on one of their three appearances on the David Letterman show, received the cranky host's enthusiastic endorsement. They were not merely successful; they were suddenly stars. After one year on the charts, their debut album had sold more than thirteen million copies, making them one of the fastest-selling bands of all time.
In 1990, the state of Rhode Island's solid stretch of prosperity finally started to slow. Real estate values had risen dramatically over the past decade--a developer's dream. The expanding availability of credit for speculative real estate transactions had helped drive up land values, and the rise in land values had enabled developers to borrow more against their real estate portfolios. Among the most aggressive lenders in this market were some of the state's largest credit unions. Although they were not traditional commercial real estate lenders, they found the prospective profit margins on the speculative real estate transactions simply too attractive to pass up; so attractive, in fact, that even as the market slowed they continued to book loans and expand their deposits aggressively.
But as 1990 came to a close, hints of trouble appeared. Following the publication of a news article about the criminal activities of an official of a bank insured by the Rhode Island Share and Deposit Indemnity Corporation (RISDIC), depositors began quietly removing their deposits from other RISDIC-insured institutions. Most of the credit unions and several banks were insured by RISDIC. Deposits in these institutions had no federal guarantee, and RISDIC had only $25 million to backstop their $1.5 billion in deposits. At one of the most aggressive of the lenders, the approximately $300-million Rhode Island Central Credit Union, withdrawals were particularly large. Several newspaper reporters picked up on this and reported the nervous behavior. At first, the daily total was less than $1 million; but as the story grew and more and more people became aware of the withdrawals and followed suit, that number grew. By December 31, 1990, withdrawals at Rhode Island Central reached $7 million. The next day, the new governor was forced to declare a banking emergency and proceeded to close the forty-five credit unions and banks that had been insured by RISDIC.
Of the forty-five closed institutions, thirty-two were soon able to reopen with federal insurance, merge, or otherwise pay off their depositors. The remaining thirteen institutions, with approximately $1.2 billion in deposits, remained closed, preventing an estimated one third of Rhode Islanders from access to their money. It was the worst financial crisis in the state's history.
Fast-forward to the current long distance wars. AT&T, which once held a market share of 100 percent, has, since its breakup, seen its share in its core residential market erode to less than 70 percent. Over the past fifteen years, competitors have not merely stolen Ma Bell's market share but fundamentally changed the rules of the game. What was once a premium branded service has become a commodity. And what was once a guaranteed customer base is now a cutthroat competition complicated by competitive rates, incentive promotions, and celebrity spokespeople.
One may not be able to think of a more chaotic business than recorded music, a messy world of wild, creative artists and constantly changing tastes. As Chris Rock says about its pace of change: here today, gone today. We expect people to buy music with their gut; what we don't anticipate is predictability. Veterans of the industry may have acquired an intuitive feel for the market, but no one expects that they can manufacture blockbusters on demand. Hits in this world appear to come out of the blue.
In Rhode Island, likewise, no one could have foretold that the system was preparing to shift. Nor could one know whether the shift itself would be slow and gradual or fast and precipitous. In retrospect, onlookers might have seen that shifts in lending moods indicated that the system was headed for a dangerous fall. And yet those same signs (e.g., asset growth profitability) could also have been read as indicators of greater prosperity in the near future. Lenders and regulators admit they lack the innate knowledge to predict how and when the system will end in a free fall. They long for a tool that could be trusted to forecast when they are headed for trouble, a tool to guide their decision making.
Product details
- Publisher : HarperBusiness; 1st edition (June 3, 1998)
- Language : English
- Hardcover : 256 pages
- ISBN-10 : 0887309070
- ISBN-13 : 978-0887309076
- Item Weight : 14.4 ounces
- Dimensions : 6 x 1 x 8.5 inches
- Best Sellers Rank: #5,751,967 in Books (See Top 100 in Books)
- #25,144 in Marketing (Books)
- #124,668 in Business Management & Leadership (Books)
- Customer Reviews:
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The biggest lesson I got is a new approach of complexity model to predict a market success. Is it a brand new lesson? Well, not exactly. We all learnt some 'critical mass' and 'networking effect' in business strategy course. However, it does arouse my interest and that's why I bought it. Yet as I read through the book, I found the author provided many examples to prove that complexity model/non-linear model is an appropriate one to predict a hit. But the problem is I already buy-in the theory before I bought the book. What I really want is a method or some tips that I can use in my everyday work. However, I didn't find it. The book did mention some computer simulation program; however, I don't know the program and I don't have the program.
Net, I found this book could be a good introductory book on complexity in business world. Yet recommend 'not to buy' for business managers who need direct applications on their everyday business.
Most of this book details the history of large-scale artificial life simulations used by Coopers and Lybrand, and the text leans to the poetic rather than the practical, but there are still several nuggets of usable information:
-Target people who "lead" your market. These are the equivalent of the "cool kids" of our Junior High School years - they tend to adopt new buying patterns before everyone else does, and others in the marketplace follow their lead.
-Generate excitement about your products or services. Just another product is NOT noteworthy. To get people talking about you, you have to do something a little off the wall.
-Understand the patterns customers use to distinguish a "good product" from a "bad product". This enables you to find the cues that will give the customer instantly good feelings about your product.
-Remember that you are targeting customers who are human beings. They don't think of themselves as, say, young professionals. Most customers tend to think of themselves in terms of what they consume.
-Create and nurture communities of evangelists who will preach the joys of doing business with your company. Involve them in your product design. Play golf with them. Give them special
treatment for being your ambassadors to the market. Software companies, for example, often send pre-release beta versions of their products to their most ardent supporters.
-Watch for signals that your market is about to change precipitously. The "explosions" that create hits can often be created with just a little push in the right place at the right time.
-The internet is a powerful medium for generating hits. "Buzz" in an internet discussion group or on a web page can translate into powerful word-of-mouth advertising outside of the internet. This is true because many of the risk-seeking early adopters who help to "create" hits are spending a lot of time on the internet these days.
-Manage availability to enhance your hit status. Sometimes, being ubiquitous helps build network externalities which make your product more valuable to the buyer as more and more customers get on the band wagon. In other instances, scarcity enhances perceived value by making your product something the customer has to work to obtain.
In all, we'd like to see a book like this that is a bit more prescriptive than descriptive, but How Hits Happen is still engaging and thought-provoking. I would definitely suggest this book as a source of ideas for anyone involved in product development.
