Lecture will focus on strategies that can be developed to address the challenges of modern markets which are characterized by contradicting trends: (a) markets of one, on both demand and supply side, as well as (b) hypercompetitive platforms markets, which minimize effectiveness of differentiation strategies. While some markets might take somewhat longer times to reach such solutions, others are facing global platform market conditions immediately. Prof. Deighton will focus on understanding the key principles driving some of the most successful platforms, and numerous market failures and opportunities they created for their competitors and partners.