Chapter Chapter 2 2 To taTkoe tathiske lithisne oflin ethi ofnki thing nking outsideoutside of te ofch nteologychnology for a for a mommentom, entthin, kthi anbko uat boboutd ybo- dy - buildberuils, derspes, cifispecallycifi callyArn olArd nold SchwarzeSchwarzeneggenegger. r. BodybBoudilybdinguil dwingas wonasce o onn ce on the frithenges fri ngesof athleticof athletics ansd and not cnonot sicdoneresidd erea dre aal resportal s. port. ThenThen, P,u mpiPunmpig nIrog n Irowna s was relearelesed aseind 19in7 7,19 7fo7cus, foincusg ing on Schwon Schwarzeneggerarzenegger and Landou FerrigLou Ferrigno asn othey as theycom petedcompeted for the for Mther. Mr. UniverUniverse titlsee . titlThee. mTheovie m oviekick -skitacrtek-sdta rteSchdwa Scrzehwaneggerrzenegger’s film’s filcamree car, reer, leadinglea dtoing hi sto ca histings cas itingn T erinm Tinaermtoirna. Btourt .beyon But beyond thadt, thcaategoryt, category creator cres ators saw thesaw popularity the popularity of the of fil them an filmd lever and leverageda itge indto it theinto 80s the fit 80sne ssfit ncreassze cr, aze, openopeing nuingp a unpe wa nmearwk metar ofk etprod of ucprodts foruct sb ofordy bbuodilydbuers,il dincers,lud incinlgud fooingd , food, gymsgym, supples, supplementms, aentnds, a evendn m eveagn maziagneaszi. nes. Case Study #1: Case Study #1: Salesforce discovers its underserved heroesSalesforce discovers its underserved heroes Salesforce:Salesforce: Betw Beteenw 1999een 1999 and 2001and 2001, Salesfor, Salesforce idcentifiee identified d a groupa group of s aofle ss amleasn magersanagers from fro high-growthm high-growth com cpoamniepas nies whow nhoeeded needed good-enough good-enough networked networked fun cftiounnactiolityna lityto to tracktr acackc ouacnctsou, ncontts, contacts,ac atsnd, asnadle ss aopportules opportunitiens.itie Thes. y They put ap upret am preiumm iounm e oanse e ofase a cceof asscce anssd anused (uansed ( anpayd mpayenmt), ent), not dnot epth ofdepth of produ product fecat fetureastu. res. The Thetechnology technology trend trend to elevate to elevate these these folks folks is the is multithe multi- - tenanttenant cloud cloud database database application, application, making making it easyit easy to to provisionprovision sales sales force force automation automation without without requiring requiring a stack a stack of serversof servers and andintegration, integration, or a orpurchase a purchase order order that thatwould would triggertrigger delays. delays. As a Asresult a result of this of technologythis technology trend, trend, it was it wasa a reasonablereasonable bet thatbet thatthe salesthe sales managers managers and andadmins admins of the of the future would become powerful and numerous.future would become powerful and numerous. 2828 2828