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The Curve: Turning Followers into Superfans [Paperback]

Nicholas Lovell
4.9 out of 5 stars  See all reviews (11 customer reviews)
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Book Description

1 May 2014

The Curve is a new way of doing business and of seeing the world.

In the digital age everyone struggles to answer one question: how do I get people to pay when so much is free?

The answer is the Curve.

Whatever business or creative field you are in, Nicholas Lovell's startling book encourages you to embrace giving some things away for free. By stimulating interest and cultivating communities, you'll build relationships with your audience and your fans, who'll want more of what they love.

With stories ranging from musicians and artists to gaming and flour companies, from Kickstarter to Angry Birds, The Curve shows how to connect with people - and make them happy to pay up for the very best you can offer.

'A neatly forged, comprehensive model any business can lucratively exploit'

-Observer

'An astute and perceptive guide to the new rules for making money in a radically disrupted internet economy. This book deserves to be a hit' -David Rowan, editor, WIRED

+ cover of 10 WAYS TO MAKE MONEY IN A FREE WORLD

With text below reading: FREE EBOOK AVAILABLE NOW

Nicholas Lovell is an author and consultant who helps companies embrace the transformative power of the internet. His blog, GAMESbrief, is read by those seeking to learn how digital is transforming gaming - and how to apply that knowledge to other industries. His clients have included Firefly, nDreams and Square Enix (creators of Tomb Raider), as well as Channel 4 and IPC Media. His articles have appeared in TechCrunch, Wired, and the Wall Street Journal. He lives in London.

@nicholaslovell

www.nicholaslovell.com


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The Curve: Turning Followers into Superfans + The Longer Long Tail: How Endless Choice is Creating Unlimited Demand
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Product details

  • Paperback: 272 pages
  • Publisher: Portfolio Penguin (1 May 2014)
  • Language: Unknown
  • ISBN-10: 0670923214
  • ISBN-13: 978-0670923212
  • Product Dimensions: 19.6 x 12.7 x 2.3 cm
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (11 customer reviews)
  • Amazon Bestsellers Rank: 22,740 in Books (See Top 100 in Books)

More About the Author

Nicholas Lovell helps companies make money from the transformative power of the Internet.

Nicholas is the author of The Curve, a book about how to make money when everything is going free, pubished by Penguin in the US and the UK and currently being translated for Germany, Spain, Korea, the Netherlands and Taiwan.

His blog, GAMESbrief (www.gamesbrief.com), gets 20,000 readers every month who are seeking to learn how digital distribution is transforming the games industry - and how to apply that knowledge to other entertainment industries. Through GAMESbrief, he has self-published two books: How to Publish A Game and Design Rules for Free-To-Play Games.

His clients have included games companies like Square Enix (the creators of Tomb Raider), Exient, Firefly, Sega and nDreams, media companies like Channel 4, Channelflip and IPC Media and financial investors of all stripes. He used to be an investment banker but he tends to keep that quiet these days.

Nicholas is a contributor to the Wall Street Journal, Gamasutra and his articles have appeared in the Guardian, MCV, Develop, the Bookseller (online), Pocket Gamer, Edge, TechCrunch and Wired. Nicholas has also written a role-playing game supplement for Steve Jackson Games, a short story called Mind Games and about sailing in Practical Boat Owner.

In 2011, Nicholas spoke at, among others, Futurebook, the London Book Fair, the Social Games Summit, the Browser Games Forum (Frankfurt), iGAP (Dublin), Develop, Mash (Dublin), Games Invest, Games for Brands, Digital Shoreditch, Game Connection (Paris) and the Virtual Goods Forum (Berlin).

He lives in London with his wife, two children and a cat. When he's not playing games, he loves sailing.

Product Description

Review

An astute and perceptive guide to the new rules for making money in a radically disrupted internet economy. This book deserves to be a hit. (David Rowan, editor, WIRED)

From the commercial vortex of the internet, Lovell has neatly forged The Curve, a comprehensive consumer-buyer model any business can lucratively exploit. (The Observer)

How do you make money when cyberspace is heaving with freeloaders who expect to get their news, games, software and music free? Nicholas Lovell offers a new business orthodoxy: he reckons the key to online commerce is a curve (Sunday Times (Books of the Year))

Arresting. Lovell argues his case colourfully and fluently (Financial Times)

Business is changing. The days of one-size fits all are over. From pay-what-you-want pricing to niche customization, customers have come to expect (and demand) more. The Curve welcomes us to this new reality and shows us how to take advantage of the exciting opportunities it offers. (Jonah Berger, author of Contagious: Why Things Catch On)

Before reading this book, I was behind the curve. Now, I'm behind The Curve - as a supporter of Lovell's provocative and important thesis that marketers have to think very differently today about the relationship between pricing and value (Robert Cialdini, author of Influence)

About the Author

Nicholas Lovell is an author and consultant who helps companies embrace the transformative power of the internet. His blog, GAMESbrief, is read by those seeking to learn how digital is transforming gaming - and how to apply that knowledge to other industries. His clients have included Firefly, nDreams and Square Enix (creators of Tomb Raider), as well as Channel 4 and IPC Media. His articles have appeared in TechCrunch, Wired, and the Wall Street Journal. He lives in London.

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Customer Reviews

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Most Helpful Customer Reviews
4 of 4 people found the following review helpful
Format:Hardcover
The Curve by Nicholas Lovell is a book that will help you to think about your business differently and particularly about how to think about your customers and how to make money from them.
For example, at one point he discusses the difference between "free" and "cheap" by quoting a famous experiment where psychologist Dan Ariely set up a table to offer customers two kinds of chocolate, a high quality Lindt truffle or an "ordinary" Hershey Kiss.
"A large sign above the table read, `One chocolate per customer'. Customers could only see the chocolates and their prices once they stepped up to the table.
"Ariely started the experiment by setting the price of Lindt at 15 cents [the cost price was 30 cents] and Kisses at 1 cent. [The customers] acted with a great deal of rationality: they compared the price and quality of the Kiss with the price and quality of the truffle, and about 73% of them chose the truffle.
"The purpose of the experiment was to see what impact free had on people's rationality, so Ariely then lowered the price of both chocolates by 1 cent. `What a big difference free made. The humble Kiss became a big favourite. Some 69% of our customers (up from 27 per cent before) chose the free Kiss, giving up the opportunity to get the truffle for a very good price.'
"Ariely repeated the experiment in different circumstances and with different conditions. His conclusion is that free is a very powerful motivational price. It gives us an emotional charge that increases the perceived value of what we are getting. More than that, we will often take the free option because it is perceived as being lower risk, as eliminating the possibility of loss.
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3 of 3 people found the following review helpful
5.0 out of 5 stars Thought provoking. 15 Nov 2013
By Gregory
Format:Kindle Edition
The concept of the Curve starts as a seemingly niche idea, focused on a few specific industries. By the end of the book it feels both common sense and revolutionary in the potential breadth of its applicability. It has provided a new lens through which to evaluate and understand corporate strategy. A 'must read' for anyone needing to understand the future of business. In addition it is packed with fascinating anecdotes and observations, which makes it a compelling and enjoyable read.
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3 of 3 people found the following review helpful
Format:Paperback|Verified Purchase
This is not only a great read, but following on from titles such as "The Long Tail" is opening our eyes to the imminent future of consumer orientated business.
Covering a multitude of examples from businesses across Gaming, Music, Baking Goods and Swimming Pools, Nicholas shows how the embracing of the Free price point is enabling people throw of the tyranny of the physical and significantly increase their earnings and value of their business.
I would recommend this as a key book for anyone who is involved in a business which sells direct to consumers.
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3 of 3 people found the following review helpful
5.0 out of 5 stars Can giving things away for free make you rich? 4 Oct 2013
By S Ash
Format:Hardcover
How can giving away things for free make you rich? That does not appear to make any rational sense and yet Nicholas Lovell, in his new book `The Curve', shows us that more and more people are doing just that. For most of us giving away products or services for free is a scary prospect but The Curve seeks to dispel this fear by understanding that the challenges and opportunities presented by the Internet, as well as by new technologies such as 3D printing, can actually be addressed by something as old as the hills: the power of relationship.

The Curve is a great read. The evidence for the market change is hard to dispute, the examples Nicholas uses are compelling and the advice for embracing the change is easy to understand. There are applications for everyone on how they can utilise the ideas in The Curve from the artist to the lawyer, the manufacturing company to the charity.

I am already thinking of improvements I need to make in my business to embrace concepts in The Curve. I would encourage you to read the book and do the same!
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2 of 2 people found the following review helpful
5.0 out of 5 stars A MUST read 19 Dec 2013
Format:Hardcover|Verified Purchase
I have read The Curve twice and will read it again. And again. It is absolutely on the money especially for those creatives in digital. I happen to agree with pretty much all of what it says, but would urge my fellow readers to read it, embrace it, act on it. Sooner rather than later. You only get one life.
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1 of 1 people found the following review helpful
5.0 out of 5 stars Getting rid of the fear factor of free 28 Nov 2013
Format:Hardcover|Verified Purchase
As someone who works in publishing and who talks regularly with authors, designers and creatives, the challenges of free material online are a constant conversation and debate. This book addresses those challenges head on. It shows us that free does not have to be feared but that it can be embraced as a way to build a dedicated customer base who will pay for products and services.

For anyone new to online business, this is a definitive work on how to approach your business strategy. For people more experienced it draws together threads and ideas that you will understand into a single and compelling approach.

Nicholas presents the principles in a way that's very easy to read and uses a number of anecdotes and case studies that make it easy to digest and understand. Thoroughly recommended.
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