upside down marketing

barry nalebuff on coopetition. his books were very popular in israel

key takeaways:

• gas station does well when it has a good convenience store. this is true to many business. think of the complement
• co-opetition: making the pie bigger by increase demand/value. or reducing cost via effeciencies.
• think of the unit.
• e.g. gas per gallon or mile, but insurance all you can eat
• pooling. e.g. zipcar in my driveway. bicycles in paris.
• redefine the business to extract value. e.g GM in the transportation business. shared cars across geographies.