Could “Free” be the new price of your innovation?

I facilitate a network group for innovation leaders in Denmark. When we start up again after the summer, one of our focus areas will be business models. No wonder the new book, Free by Chris Anderson caught my interest.

In his revolutionary bestseller, The Long Tail, Chris Anderson demonstrated how the online marketplace creates niche markets, allowing products and consumers to connect in a way that has never been possible before.

Now, in Free, he makes the compelling case that in many instances businesses can profit more from giving things away than they can by charging for them. Far more than a promotional gimmick, Free is a business strategy that may well be essential to a company’s survival.

One of the strategies Anderson discusses in the book is...