The Long Tail/Anderson 205-209

205 LEGO …the ulimate prototyper’s tool kit.

At least 90 percent of LEGO’s products are not available in traditional retail outlets. They’re only available in the catalogs and online, where the economics of inventory and distribution are far friendlier to niche products.

206 This virtual fab lets you download software to design your own models, then upload them to LEGO site. A week or so later, you get a kit with all your specified bricks and other parts delivered in a box with an image of your creation on the front.

209…but they are yet another example of how lowering the cost of reaching niches can change the game.

…now, the focus has been on dozens of markets of millions, instead of millions of markets of dozens. He, like a growing numbers of others, is now betting on the rise of the latter