research is simply a continuation of something we already naturally do: learning. Learning happens when you understand something that someone else already understands. Research happens when you understand something that nobody else understands yet.
A consumer who gets frustrated with a free iPhone app will switch to a competitor without batting an eyelash, but that just can’t happen in the enterprise world. As a rule of thumb, the less patient your users, the better-behaved your app needs to be.
Twitter is taking its user base, which no one publication could realistically reach or monetize on its own, and re-distributing their subscription fee across publications that no one user could ever support individually.
"It’s up to us whether or not we care about the shades of distinction between human and machine choice, or indeed if we care about fashion at all. Maybe taste is the last thing separating us from the Singularity"
Research on McKinsey’s origin story, business model, and competitive position, prepared ahead of Jesse Pujji’s conversation with Romeen for Business Breakdowns podcast.