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About LessonsTED gave away its talks for free. Then it gave away its own brand. Both decisions should have killed the business. Instead, they made it bigger.
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Lessons · Molly Graham
articleprincipleSource excerpt
About LessonsTED gave away its talks for free. Then it gave away its own brand. Both decisions should have killed the business. Instead, they made it bigger.
This is a limited feed-provided excerpt, not the full original work.
Apollo layer
Giving away valuable content—or even controlled access to your brand—can expand the market around your business rather than weaken it. The strategic question is whether free access increases reach, participation, and future value without undermining what the company must monetize.
Founders often protect valuable assets by default. Thoughtful openness can turn customers and participants into distributors, helping awareness and demand compound beyond what the company could create alone.
Identify one asset you tightly control today. What could you make freely accessible, and what boundaries or incentives would ensure that wider adoption strengthens rather than substitutes for your business?
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