Lesson 12 of 12 · 15 min

Who’s in the middle?

Every industry has middlemen. The big changes come from asking what they really do, and what they take for it.

1. 1Draw the path from maker to buyer: every person and company in between.
2. 2Next to each one, write what they do and what they take.
3. 3Ask which ones add real value, like reach, trust or money up front, and which just sit in the way.
4. 4The opening is wherever makers and buyers both want a shorter road.