It’s hard to believe, but this year, The Long Tail by Chris Anderson will celebrate its 13th birthday. The Long Tail was the first major work to look at how Amazon was on its way to becoming the world’s largest store, or stores, depending on how you looked at things.
And since 2006, the only thing that’s stayed the same for the brand has been its meteoric growth. Fun fact: Amazon is approximately 20 times bigger now than it was in 2006. Every day, new offerings move more and more of us to spend more of our time — and dollars — on the platform.
While there are many reasons for Amazon’s growth, some of them are truly unique to the company, offering sellers a marketplace that no longer adheres to time-tested rules of economics. The Amazon effect has forever changed consumer expectations, and the online retail giant continues to rewrite the laws of marketing. Consider these three ways Amazon has disrupted digital marketing:
The Project Management Triangle Has Been Forever Broken
Decades ago, I was introduced to the concept of the Iron Triangle (also known as the Triple Constraint or the Project Management Triangle). In summation, it offered that among scope (or quality), time and price, only two of the three can be maximized without compromising a third.
Want something very fast and very cheap? The scope or quality will be limited. If quality and speed are your ultimate goals, then you should expect to pay extra for it. And since this concept was first introduced in the 1950s, the Iron Triangle held up to scrutiny remarkably well — until Amazon.