I’ve spent my entire professional career selling digital products online. For the last sixteen years I’ve disrupted (some would say decimated) a good portion of one of the oldest publishing industries in the world: sheet music.
When I started at Musicnotes.com as a lowly marketing assistant back in 2000, the concept of buying online had gained some traction … but the idea of buying a digital, virtual, item was still completely foreign to the general consumer. Keep in mind that this was before iTunes had even launched. Apple didn’t introduce us to the concept of buying digital music until January of 2001. Amazon didn’t even launch its Kindle e-Reader until 2007.
As technology evolved and people became much more accustomed to the concept of buying a digital item online, the world changed. I was a cheerleader of the benefits of digital distribution. In the sheet music industry, like many others, it solved a ridiculous amount of problems … such as print inventory, delivery logistics, cost of physical goods, lead times to print, how big a print run would be and even the very process behind which decisions were made as to if a product was financially feasible to even exist.