One of my favourite business frames in the recent past has been Jeremy Liew’s “When a consumer market is new, distribution wins. As consumers become educated, product wins. When products reach parity, brand wins.”
Two events happened in the last fortnight that made me reflect more on this. The first was Apple’s power move on Facebook and Google. The second one was here in India – FDI regulations affecting Amazon and Flipkart. Both were shows of influence, and involved distribution.
It made me realise that the shelf life of this entire distribution-product-brand cycle is shrinking. Disruption is happening far before organisations can take advantage of wins at a previous level. (more…)

