For many business professionals, the daily "to-do" list is hard enough to stay on top of, let alone coming up with the "big ideas" necessary to take their company-or a whole economy-to the next level. But if coming up with those ideas-or finding startups that do-is your job, then The Zero Transaction Cost Entrepreneur is an absolute must-listen for you. In this book Dermot Berkery shares the key ingredient successful businesses have in common: Smart transaction cost economics. Simply put, these businesses lower or eliminate transaction costs for their customers. Here's just one of the real-world examples you'll find within: Blockbuster Video scored big by making movies easily available to rent; that's a reduction in a transactional cost. Netflix then removed another transaction cost-a trip to the store-sending DVDs through the mail. They tackled other transaction costs-limited choice and wasted time-by moving to streaming. In this book, you'll discover how transaction cost economics can work for you, in chapters that include: Why Do Other People Come Up with All the Brilliant Ideas?; The 8 Major Categories of Transaction Costs; Makers of Products Need to Transform them into Services; Why Are Transaction Costs Falling Rapidly Right Now?; and The Trifecta of Accelerators: Idle Assets, the IoT, and Marginal Cost Pricing.