winning in the niches

The world is getting larger because I can now look everywhere when I want

to find something (or someone). That means that the amount of variety is

staggering, and it means I can define my world to be exactly what I have an

interest in—and find my preferences anywhere on the planet.

At the same time, the world is getting smaller because the categories a

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The mass market is dying. There is no longer one best song or one best kind of coffee. Now there are a million micromarkets, but each micromarket still has a best.