Aggregation Nation

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One of the most widespread beliefs about the New Economy is that “friction-free” contact between buyers and sellers will eliminate the need for middlemen. It’s dead wrong.

In fact, infomediation will be our core competency in the 21st century, just as manufacturing was in the 20th century. Customer loyalties are shifting from companies that produce the best products to those sellers that make the best use of information about their customers. Companies therefore are pressed to develop infomediary-think and infomediary-flair within management ranks so that the right infomediary strategies are quickly developed. The goal: Create a business that relentlessly manipulates information to extract higher value from it by reselling it, reusing it, repackaging it, or giving it away; either directly to end-users or indirectly via third parties.

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