In this video, I discuss the elemental component of great modern digital empires. These firms do not focus on the needs of customers, they go further. Yes, they work to invent new “needs” and then build moats around their customers, making them impenetrable by competitors. Many years ago, I had used Apple to illustrate this shift in a Harvard Business Review article. Become a monopoly through pure open market forces by creating new markets within markets. Yes, taste the gross margin joy of being a category-king. That is the only way to survive in the digital space.