Review: Unleashing the Killer App–Digital Strategies for Market Dominance

April 8, 2000

Larry DownesTwelve principles of killer app design: 1) Outsource to the customer, 2) Cannibalize your markets; 3) Treat each customer as a market segment of one; 4) Create communities of value; 5) Replace rude interfaces with learning interfaces; 6) Ensure continuity for the customer, not yourself; 7) Give away as much information as you can; 8) Structure every transaction as a joint venture; 9) Treat your assets as liabilities; 10) Destroy your value chain; 11) Manage innovation as a portfolio of options; 12) Hire the children.