The Curve

Turning Followers into Superfans

Nicholas Lovell

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Paperback

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English

Penguin Books Ltd
25 June 2014

E-commerce: business aspects; Sales & marketing

A breakthrough business idea- Chris Anderson's The Long Tail meets Seth Godin's Purple Cow

The Curve is a new way of doing business and of seeing the world.

In the digital age everyone struggles to answer one question- how do I get people to pay when so much is free?

The answer is the Curve.

Whatever business or creative field you are in, Nicholas Lovell's startling book encourages you to embrace giving some things away for free. By stimulating interest and cultivating communities, you'll build relationships with your audience and your fans, who'll want more of what they love.

With stories ranging from musicians and artists to gaming and flour companies, from Kickstarter to Angry Birds, The Curve shows how to connect with people - and make them happy to pay up for the very best you can offer.

By: Nicholas Lovell
Imprint: Penguin Books Ltd
Country of Publication: United Kingdom
Dimensions: Height: 198mm, Width: 129mm, Spine: 20mm
Weight: 247g
ISBN: 9780670923212
ISBN 10: 0670923214
Pages: 272
Publication Date: 25 June 2014
Audience: Professional and scholarly , Undergraduate
Format: Paperback
Publisher's Status: Active

Nicholas Lovell is an author and consultant who helps companies embrace the transformative power of the internet. His blog, GAMESbrief, is read by those seeking to learn 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 TechCrunch, Wired, and the Wall Street Journal. He lives in London.

Reviews for The Curve: Turning Followers into Superfans

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 Cialdini, author of Influence Business is changing. The days of one-size fits all are over. From pay-what-you-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, author of Contagious: Why Things Catch On Arresting. Lovell argues his case colourfully and fluently * Financial Times * How do you make money when cyberspace is heaving with freeloaders who expect to get their news, games, software and music free? Nicholas Lovell offers a new business orthodoxy: he reckons the key to online commerce is a curve * Sunday Times (Books of the Year) * From the commercial vortex of the internet, Lovell has neatly forged The Curve, a comprehensive consumer-buyer model any business can lucratively exploit. * The Observer * An astute and perceptive guide to the new rules for making money in a radically disrupted internet economy. This book deserves to be a hit. -- David Rowan, editor, WIRED