Scale.
You hear the term often in marketing. It basically means increasing results disproportionately to the time or effort previously required to achieve them. Companies like Dropbox and Airbnb are often held up as shining examples of marketing scale, which they accomplish by hardwiring user referral incentives into their products. Both parties benefit equally. Dropbox’s users get more free storage and Airbnb’s receive rental credits, and the companies drive down customer acquisition costs. Greater reach for fixed effort…
