There is quite a buzz about this new read by author Chris Anderson. Some would say it is the most important business book since The Tipping Point. Anderson discusses how the future of commerce and culture isn't in hits (the high-volume head of a traditional demand curve), but in what used to be regarded as misses--the endlessly long tail of options. He uses Amazon and Itunes to make his case. The discussion gets interesting when applying his principles to certain niche markets such as churches or event based businesses. Is it really thought provoking ? Check out this article in Fast Company for more information on the book. If you have read it, let us know if you think the church can learn from it.