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Apps and websites sprinkle intermittent variable rewards all over their products because it’s good for business.

At the core, strategy is about focus, and most complex organizations don’t focus their resources. Instead, they pursue multiple goals at once, not concentrating enough resources to achieve a breakthrough in any of them.

Why does luxury brand Balenciaga sell a $2,000 purse modeled after a $1 blue Ikea shopping bag? What’s behind the craze for seemingly distressed and worn-out Gucci sneakers? What is Sarah Jessica Parker doing rummaging through the dusty clothes in Rome’s Via Sannio flea market? Why is Cracco, a Michelin star–winning Italian chef, using commercial p... See more

It’s still early, but Sperduti thinks this will push brands even more toward what he calls a “progressive posture.” And something like this, he says, “just accelerates the trend tenfold.”

Every person now has a choice at any moment in time for how to entertain themselves and they're always going to go to the best option because it's one tap away on their phone