The Dayton Company of Minneapolis, Minnesota

To beat a 40X incumbent, you need a 4 point plan

Gruen had a plan to “fix” suburbia with arcades

Southdale Center, Edina, Minnesota in 1956

Target today is a $45bn business (vs $1.5bn)

2006 was a big year for logos, and for Zuck

MySpace were winning - 12X Facebook’s size

Facebook Platform launched at F8 in 2007

Today Facebook is a $330bn business (vs $12)

From building products to building platforms

Platforms succeed when they’re truly “open”

“Anchor tenants” bring audiences, and content

Contextual discovery is well planned serendipity

True platforms fuel transactional commerce…

…fuelled by people, relationships, and empathy