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The Gazebo Moment
- In 2010 Spotify realized smartphones would outsell PCs and their desktop-first funnel was doomed.
- They had two years to invent a new mobile-first free tier or risk extinction.
Macro Trends Can Break Models
- Mary Meeker's data showed smartphones would surpass PCs by 2012 and change internet access patterns.
- Macro trends can be company‑ending if product strategy doesn't align with them.
Don’t Fight Macro Trends
- Never try to fight a macrotrend; reposition so the wind is at your back.
- You can't control the wind, but you can control how you position your company.


