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This chapter is excerpted from 'Data-driven Business Models for the Digital Economy: How Great Companies Run on Data'. Today's most valuable digital companies have no physical assets. Data-driven business models scale not through asset accumulation and product standardization, but through disaggregation of supply and demand to cater to the individual preferences of each consumer. The winners in the new economy master the demand for one and the supply to millions. Analytical craftsmanship at scale is replacing the traditional mass production and changing how markets and competition work.