Getting Through The A&D Pinhole

The last several years have been marked by major disruption in many economic segments. Whole new categories have been created (who knew a few years ago that we needed to store 15,000 songs on little drives in our pocket?). Whole categories have declined (where have all the bookstores gone)? End users and key influencers, who already control the marketing conversation, are moving further and further upstream in the production chain. What is going on here? If you are involved with building products marketing, you will benefit from the insights from this paper.