LinkedIn

Airbnb's latest product upgrade shows what this means in practice. In what it calls "the biggest change in a decade," the home-sharing company launched a new way to book space. Instead of starting your journey by selecting a location, Airbnb now lets you pick a "category." The category represents the type of experience you're looking for — based on... See more

I can talk about pizza for hours. But the point I'm making is that pizza lends itself to online delivery. Hence, when demand shifts online, pizza's relative share of the market increases. The medium determines the content. The channel doesn't just change how people order, it changes what they order.