• In vertical businesses, it is important to work backwards from the customer, and to design systems and products that are customercentric.
  • In horizontal businesses, there is pressure to move quickly and to allow the market to become chaotic.
  • In vertical businesses, it is important to motivate customers to act in a certain way, and to create a network effect around a core behavi.
  • In horizontal businesses, it is important to think about the design of the product and the network effects that it will have.

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