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By Elayne Fluker | Published February 7, 2011 | Full size is 507 × 338 pixels

Create a virtual pipeline: This is the connection between customers and the service offered that a business controls. For example, a media company owns the platform--whether television frequencies, an Internet site or pages in a magazine and rents that space out via advertising. Kessler suggests creating a business model around a direct connection to your customers and control it. A good example of this is Apple’s iTunes. “There’s zero cost to sell one more digital songs. Successful companies like Facebook have created and controlled these virtual pipes.”

Create a virtual pipeline: This is the connection between customers and the service offered that…

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