In the beginning of Cory Doctrow’s novel Makers a two-person team get assigned a business manager in order to commercialise their innovation. The business manager name name is Tijan, and he introduces himself with letting us know why he has chosen to belive in their product innovation.

If you were making staplers I wouldn’t be here, because there’s no profit in staplers. Too many competitors. Toothbrushes are a possibility, if you were making something really revolutionary. People buy about 1.6 toothbrushes a year, so there’s lots of opportunity to come up with an innovative design that sells at a good profit over marginal cost for a couple seasons before it gets cloned or out-innovated. What you people are making has an edge because it’s you making it, very bespoke and distinctive. I think it will take some time for the world to emerge an effective competitor to these goods, provided that you can build an initial marketplace mass-interest in them. There aren’t enough people out there who know how to combine all the things you’ve combined here. The system makes it hard to sell anything above the marginal cost of goods, unless you have a really innovative idea, which can’t stay innovative for long, so you need continuous invention and re-invention too. You two fellows appear to be doing that. I don’t know anything definitive about the aesthetic qualities of your gadgets, nor how useful they’ll be, but I do understand their distinctiveness, so that’s why I’m here.

And also his view on how production today differs from yesterdays.

That’s the point: any moderately skilled practitioner can build anything these days, for practically nothing. Back in the old days, the blacksmith just made every bit of ironmongery everyone needed, one piece at a time, at his forge. That’s where we’re at. Every industry that required a factory yesterday only needs a garage today. It’s a real return to fundamentals. What no one ever could do was join up all the smithies and all the smiths and make them into a single logical network with a single set of objectives. That’s new and it’s what I plan on making hay out of. This will be much bigger than dot-com. It will be much harder, too—bigger crests, deeper troughs. This is something to chronicle all right: it will make dot-com look like a warm up for the main show.

And now, if you have some time, listen to Matt Webb’s talk at Web Directions. Where he discusses why you should “outsource everything you’re not passionate about”. One of my favorite lines from this year. And one that I’ve used over and over the last couple of months. It’s simply a nicer way to appraoch evolution mechanisms.