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Ferrari makes more by selling less
While almost the entire industry fights to move more units, Ferrari does the opposite on purpose. And it pays off spectacularly.
Why a Rolex almost never loses value
Almost everything loses value the moment you buy it. A Rolex often does the opposite. Here is how a brand pulls that off.
Disney: how buying Pixar, Marvel and Star Wars reshaped Hollywood
Disney didn't buy three film studios. It bought three entire universes it could resell across screens, toys and parks for decades. That was the play.
IKEA: the empire of flat-pack furniture and the tiny pencil
How a Swedish store turned shipping savings, customer labor, and a one-way path through the showroom into one of the biggest furniture businesses on earth.
Zara: how Inditex turned clothing into something almost perishable
While the industry designed a year ahead, Zara learned to restock in two weeks. That gap in speed rewrote the rules of the game.
Toyota and just in time: the idea that remade industry
A postwar Japanese factory with no money and no space invented a way to produce that half the world ended up copying. The key was counterintuitive: have less.
Henry Ford and the assembly line that doubled wages
Ford didn't invent the car or the assembly line, but he did something stranger: he dropped the product's price while raising the pay of the people who built it. This is how he created his own customers.
CEMEX: the Mexican cement maker that became a data company
How a concrete company from Monterrey learned to deliver like a pizzeria and ended up thinking like a tech firm.
How Corona became the best-selling Mexican beer in the world
A light, pale lager in a clear bottle conquered the planet by selling something that was never in the recipe: the feeling of being on a beach with all the time in the world.
OXXO: the machine that opens a store almost every day
OXXO runs more than 20,000 stores in Mexico and keeps growing. Its edge isn't being cheaper, it's being closer. Here's the lesson on growing through coverage.
Walmart: how logistics beat price
Everyone thinks Walmart wins by selling cheap. The truth is the opposite: it sells cheap because it moves goods better than anyone. Price is the consequence, not the cause.
Red Bull is a media company that also sells drinks
Red Bull barely advertises its product. Instead it makes documentaries, runs races, and sends a man to jump from the edge of space. That is how you build an audience before you ever sell to it.
Gillette and the trick of giving away the handle to sell the blades
Selling the device cheap and the refill expensive made King Gillette a legend. The same move still hides in your printer, your console and your coffee maker.
Spotify: why we stopped buying music and started renting it
We went from buying an album once to renting an entire catalog for a monthly fee. Behind that shift hides a business lesson that reaches far beyond music.
