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The cover of Platform Scale

Platform Scale

Sangeet Paul Choudary

What actually lets software disrupt entire industries: the code itself, or its power to orchestrate people and resources?

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At a glance

Author
Sangeet Paul Choudary

Why read it

  • You will question what business you are in: building software, or enabling the interactions that software makes possible
  • You will learn that business models should be designed before they are optimized, since optimizing a poor design makes it worse
  • You will understand virality as a design problem, closer to a product designer's job than a marketer's

Who it is for

  • A startup founder trying to jump start a marketplace
  • A product designer asked to make something go viral
  • A leader at a large company starting a platform

Contents

  1. Preface
  2. Section 1
  3. 1.1 Building The Next Big Thing
  4. 1.2 The Platform Manifesto
  5. 1.3 The Rise Of The Interaction-First Business
  6. 1.4 The Platform Stack
  7. 1.5 The Inner Workings of Platform Scale
  8. Conclusion
  9. Section 2
  10. Introduction
  11. 2.1 The New New Value
  12. 2.2 Uber's Drivers, Google's Crawlers and GEs Machines
  13. 2.3 Building An Interaction-First Platfrom Business
  14. 2.4 Uber, Etsy, And The Internet Of Everybody
  15. 2.5 PersonalizationMechanics
  16. 2.6 The Core Interaction
  17. 2.7 Pull-Facilitate-Match
  18. 2.8 The Platform Canvas
  19. 2.9 Emergence
  20. Section 3
  21. Introduction
  22. 3.1 Interaction Drivers
  23. 3.2 Building User Contribution Systems
  24. 3.3 Frictionless Like Instagram
  25. 3.4 The Creation Of Cumulative Value
  26. 3.5 The Traction-Friction Matrix
  27. 3.6 Sampling Costs
  28. 3.7 Trust Drivers Interaction
  29. 3.8 Uber Vs. Lyft And Interaction Failure
  30. 3.9 Interaction Ownership And The Taskrabbit Problem
  31. Section 4
  32. Introduction
  33. 4.1 A Design Pattern For Sparking Interaction
  34. 4.2 Activating The Standalone Mode
  35. 4.3 How Paypal And Reddit Faked Their Way To Traction
  36. 4.4 Every Producer Organizes Their Own Party
  37. 4.5 Bringing In The Ladies
  38. 4.6 The Curious Case Of New Payment Mechanisms
  39. 4.7 Drink Your Own Kool Aid
  40. 4.8 Beg, Borrow, Steal And The World Of Supply Proxies
  41. 4.9 Distrupting Craiglist
  42. 4.10 Starting With Micromarkets
  43. 4.11 From Twitter To Tinder
  44. Section 5
  45. Introduction
  46. 5.1 Transitioning To Platform Scale
  47. 5.2 Instagram's Moonshot Moment
  48. 5.3 Going Viral
  49. 5.4 Architecting Diseases
  50. 5.5 A Design-First Approach To Viral Growth
  51. 5.6 Building Viral Engines
  52. 5.7 The Viral Canvas
  53. Section 6
  54. Introduction
  55. 6.1 A Scaling Framework For Platforms
  56. 6.2 Reverse Network Effects
  57. 6.3 Manifestations Of Reverse Network Effects
  58. 6.4 Designing The Anti-Viral, Anti-Social Network
  59. Epilogue
  60. Back Matter

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