“History doesn’t repeat itself, but it does rhyme.”

Mark Twain

1. Both launched their companies based on innovations in infrastructure.

2. Both launched with a single product that was in high demand.

3. Both used transparent pricing.4. Both used personalization in marketing.5. Both brands grew rapidly through

WOM.

Anytime there is significant innovation occurring in infrastructure that transforms how people are connected, it ultimately becomes disruptive to commerce

Infrastructure

20th Century

Late 19th to early 20th Century

Late 20th to early 21st Century

Infrastructure Platforms

20th Century

Late 19th to early 20th Century

20th Century

Late 19th to early 20th Century

Late 20th to early 21st Century Late 20th to early 21st Century

Infrastructure Platforms Applications

20th Century

Late 19th to early 20th Century

20th Century

Late 19th to early 20th Century

20th Century

Late 19th to early 20th Century

Late 20th to early 21st Century Late 20th to early 21st Century Late 20th to early 21st Century

1. Innovation at the infrastructure level creates new channels for connecting with consumers

1. Innovation at the infrastructure level creates new channels for connecting with consumers

2. Innovation at the platform level creates highly valuable companies that produce an entirely new business ecosystem around them

1. Innovation at the infrastructure level creates new channels for connecting with consumers

2. Innovation at the platform level creates highly valuable companies that produce an entirely new business ecosystem around them

3. Innovation at the application level quickly shifts consumer demand as• Their access to knowledge and information expands• Their social network expands• Their awareness of options and pricing expands

Mo So LoEarly 21st Century Early 21st Century Early 21st Century

Infrastructure Platforms Applications

Mo So LoEarly 21st Century Early 21st Century Early 21st Century

Infrastructure Platforms Applications

They Keep Us Connected

Facebook will serve more than 1 billion active monthly users worldwide

Twitter is accessed by more than

100 million active monthly users

Foursquare is following Twitter’s growth

trajectory with more than 12 million registered users

Mo So LoEarly 21st Century Early 21st Century Early 21st Century

Infrastructure Platforms Applications

1. The majority of businesses operate at the application level.• Easily displaced• Infrastructure innovation viewed as

disruptive• Leadership team turnover

1. The majority of businesses operate at the application level.

2. Brands need to innovate at the platform & application level.

• Easily displaced• Infrastructure innovation viewed as

disruptive• Leadership team turnover

1. Data & Technology

1. Data & Technology

2. AOR

1. Data & Technology

2. AOR

3. CMO+

1. Data & Technology

2. AOR

3. CMO+

4. Innovate