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Micro. Rather than trying to cater to a mass audience in a superficial way, like broadcasting networks and cable channels, Netflix went deep and narrow in pursuit of niche viewers. The platform achieved scale through growth strategy focused on aggregation of niches. This growth strategy allowed Netflix to create a global market made out of micro-co... See more

You sometimes hear that a team built something great despite being small - we think that teams most often build great things because they’re small (with strong talent, passion, and chemistry, of course). So our hiring approach thus far is hiring only people that are so talented they could have been co-founders in another sequence of events. We’re f... See more

Despite its scale, Microsoft is one of the most overlooked companies in tech.It is not a beloved consumer brand like Apple, Facebook, Amazon, or Google.It was not a venture capital success story: Microsoft was too profitable to raise real VC money, so the founders owned 70% at IPO.It is the oldest of FAMGA, hidden away in a different state.

There is a classic psychology experiment that seems to confirm Brewer's point. Children who enjoy drawing were given marker pens and allowed to go at it. Some were rewarded for drawing (they were given a certificate with a gold seal and a ribbon, and told ahead of time about this arrangement, whereas for others the issue of rewards was never raised... See more