Here’s the abstract for my new book:
Innovators like Airbnb, Uber and Netflix are creating dark value. They are creating features and benefits they didn’t intend and don’t always grasp. And because this value is hard to see, it’s hard to monetize. I believe dark value is a chronic problem in the innovation and sharing economies. To observe one implication of the dark value argument: Airbnb, Uber and Netflix are charging too little.
We will examine dark value created by AirBnb, Uber, Netflix, Evernote, Fitbit, and Facebook. We will show how to make dark value visible in three steps: 1. discover, 2. determine, and 3. declare. Ethnographers, designers, VCs, creatives, planners, PR professionals, marketers, story tellers, curators, programmers, content creators, and social media experts all have a part to play. For all of them, Dark value represents a new professional opportunity and a new revenue stream.
You can buy Dark Value on Amazon here.
Why buy it? If you are a culture creative in design, marketing, planning, ethnography, advertising, curation, this is a treasure map. It will also help you find new revenue streams, as you find dark value for others. (It now occurs to me that “A Treasure Map” should have been my subtitle.)
What will it cost you? The price is $2.99. It will take you about 30 minutes to read. If you buy a copy, please send me an email and I will put you on a mailing list for updates. I’m thinking about a Keynote deck, and you would get this for free.