There is no more business as usual. The world’s biggest taxi company owns exactly zero taxis. The largest hotelier owns zero rooms in zero hotels. The hottest name in designer fashion sells no clothing. Some of today’s fastest growing companies are taking on mature markets by simply changing the way people shop. Uber, Airbnb, Rent the Runway, Birchbox, and the Dollar Shave Club all have one thing in common. They don’t sell products—they sell experiences.