Richness or reach? The trade-off used to be simple but absolute. Your business strategy could either focus on rich information - customised products and services tailored to a niche audience, or could reach out to a larger market, but with watered-down information, that sacrificed richness in favour of a broad, general appeal. This volume shows how to build new strategies that reflect a world where richness and reach go hand in hand, and explains how to make the most of the new forces shaping competitive advantage.