Exploiting Chaos

150 Ways to Spark Innovation During Times of Change

150 Ways to Spark Innovation During Times of Change - an award-winning business innovation book by Jeremy Gutsche, CEO of Trend Hunter

Issue link: http://book.trendhunter.com/i/42053

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CULTURE OF REVOLUTION · Perspective Chase the right dream IN 1999 A TALENTED TEENAGER named Shawn Fanning created a disruptive opportunity: Napster. By February 2001, more than 25 million unique users were using Napster to illegally file share, a term denounced by the Recording Industry Association of America (RIAA). By July, an RIAA lawsuit forced Napster to "turn down the music."22 Next, the RIAA decided to sue 35,000 potential customers.23 Among those subpoenaed: a dead grandmother,24 families with no computers at all,25 and children as young as 12.26 As a general rule of thumb, never sue 12-year- old-kids. 68 The RIAA also sued XM Satellite Radio,27 several internet radio stations,28 and a discounted Russian pay site (for $1.7 trillion).29 Essentially, they sued anyone with a cutting-edge approach. The first legal solution to downloading music was iTunes in 2003. But in the four years "without an answer," Napster alternatives became so "use- ful" that illegal downloads still exceed paid downloads by 20 to 1.30 The music industry was forever changed, but the major players couldn't move past the death of their "typewriter." The RIAA was laser focused on protecting cd sales, but what if they had instead focused on the future of music? The problem you are trying to solve can become all-consuming. Define the right goal.

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