Lisa Gansky - The Mesh: Why the Future of Business Is Sharing

Table of Contents

The Mesh is the future of businessand Lisa Gansky describes it brilliantly! Read this book to find out what you need to do to be part of the new economy of the Mesh!

ALAN M. WEBBER, co-founding editor, Fast Company, and
author of Rules of Thumb

Networks exist only because of what you put into them, not what you take out. Lisa Gansky in The Mesh shows us why generosity is replacing greed as the central value of the emerging network economy.

PETER SCHWARTZ, futurist; cofounder and chairman, GBN,
and partner in the monitor group

In this timely and extremely practical book, Gansky not only gives dozens of examples of sharing companies disrupting the status quo and experiencing exponential growth, but she also talks about why theyre successfulwhat it means to be a Mesh business and what you have to do to thrive as the world moves to a share economy.

JOHN LILLY, CEO, Mozilla

Lisa Gansky has uncovered a revolution that even most of its perpetrators didnt know existed. Its a brave new marketplace, where consumers rule and business models are turned topsy-turvy. Where innovation and inspiration collide to create greener, cooler products and services that are high in value and values. And where disparate communities form, if only for an instant, to ignite companies and markets. The Mesh is an essential road map for tomorrows winning companies and anyone who wants to create one.

JOEL MAKOWER, executive editor, GreenBiz.com , and author of
Strategies for the Green Economy

Since the 90s Lisa Gansky has had an uncanny knack for spotting, branding, and building businesses on the next big lifestyle technologies. With The Mesh , shes branded one of the most significant economic trends ever, giving it a form that transcends the clichs of social media. And in typical Gansky style, she is using The Mesh to expand the Mesh. With the book and the Mesh directory, shes empowering people to connect with each other and build profitable, sustainable businesses together. How very meshy of her!

DENISE CARUSO, former New York Times technology columnist;
senior research scholar, Carnegie Mellon University

Gansky lucidly describes how a new generation of companies make their communitys passion, intelligence, and resources a core part of the business itself. Kickstarter is honored to be included as part of this new movement.

PERRY CHEN, cofounder and CEO, Kickstarter

At ThredUP, we fully embrace what Gansky calls the Mesh and are rapidly growing our service, community base, brand, and ecosystem around a new business model dedicated to extending the life of kids clothing and making parents very happy!

JAMES REINHART, cofounder and CEO, ThredUp

Crushpad is a true Mesh business. Equal parts winemaking, Internet, and community involvement, Crushpad enables anyone with a true passion for wine to create their very own at the highest level. Ganskys book is a must-read for anyone who intends to create engaged fans and build strong brands.

MICHAEL BRILL, founder and CEO, Crushpad

PORTFOLIO PENGUIN
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First published in 2010 by Portfolio Penguin,
a member of Penguin Group (USA) Inc.

Copyright Lisa Gansky, 2010

All rights reserved

LIBRARY OF CONGRESS CATALOGING IN PUBLICATION DATA

Gansky, Lisa.
The mesh : why the future of business is sharing / Lisa Gansky.
p. cm.
Includes bibliographical references and index.

eISBN : 978-1-101-46461-8

1. Lease and rental services. 2. SharingEconomic aspects. 3. Information technology
Economic aspects. 4. New products. 5. New business enterprises. I. Title.
HD9999.L4362G35 2010
658dc22
2010023606

Without limiting the rights under copyright reserved above, no part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form or by any means (electronic, mechanical, photocopying, recording or otherwise), without the prior written permission of both the copyright owner and the above publisher of this book.

The scanning, uploading, and distribution of this book via the Internet or via any other means without the permission of the publisher is illegal and punishable by law. Please purchase only authorized electronic editions and do not participate in or encourage electronic piracy of copyrightable materials. Your support of the authors rights is appreciated.

http://us.penguingroup.com

For my parents, Rose and Jack, my grandfather, Ben, and Suerte, the lovely
beings who have most shaped my worldview, offered unsolicited guidance, and
inspired a deep spirit of sharing and openness.

And to all beings who are finding the balance between care for the self and care
for our shared self, our planet.

Introduction

I was in Manhattan right around Christmas when an article about an L.A. landscaper named Scott Martin caught my eye. The recession was in full bloom, and Scotts business had been in the dumps. As reported in the New York Times , Scott wasnt one to get all that excited about Christmas, but there was one traditional sight that roused his ire. He hated seeing all the dead trees lying on the curb after the holiday, waiting to be hauled off to a landfill. Scott decided that this year, instead of just complaining about the waste, he would take advantage of it. As a landscaper, it would be simple for him to grow a stock of trees. Why not rent people living Christmas trees?

And thats exactly what he did. He set up a Web site offering cedars, pines, cypresses, and redwoods in various sizes at corresponding prices. He hired people with disabilities to tend to the stock. He offered customers eco-friendly ornaments. At the appointed time, Scott and a small crew, which included several of his laid-off pals, gamely put on reindeer antlers and delivered the trees to peoples homes before the holiday. A couple of weeks later, he reversed the process. The crews picked up the trees, along with any wrapping paper to be recycled. Trees too big to save for the next season were donated to an urban reforestation project. The crew even offered to pick up their customers Goodwill donations and drop them off. Talk about holiday spirit!

Scott Martin had figured out a clever way to share Christmas trees, and make money doing it. Instead of buying, owning, and then tossing a tree, his customers got access to their trees precisely when they wanted them. They had a greater variety of choices than the corner lots offered. The service was fast and convenient. Customers used Scotts site to pick their tree and delivery time (and one can easily imagine how mobile phones and tweets could sharpen the delivery details even further). No tying the tree to the roof of the car with bungee cords. No tripping and falling on the stoop and scratching your face. No wondering when the tree has become a fire hazard, figuring out the day for the city pickup, and dragging the needle-shedding tree carcass out to the curb. Customers could even take comfort in reducing their carbon footprint just a little.