You’re hungry. You go to the store and, being a health conscious and overall enlightened person, you buy an ecological carrot. You eat it. Now you’re full (did I mention that you’re a real small eater, too?) and your carrot is gone. If you grow hungry again you need to go back to the store and buy another one. That’s the “buy once, use once” business model.

You’re a hockey fan. A big, big fan. You buy season tickets the moment they’re available. You buy season tickets for your entire family. You’re a great customer, someone who’s a pillar of support for your team. But once you’ve bought your season tickets you can go and see all the games without paying anything extra. That’s the “buy once, use many” business model. (more…)