Catalysts are the new business powerbrokers. Fueled by the increasing interdependence of global markets, technology, and consumers, catalysts are reshaping entire industries as they mobilize two or more distinct customer groups around a common platform to create value and drive profits. Some of the world's most important businesses -- from Lloyd's of London and Hearst Newspapers to Microsoft and Google -- have made profits by simultaneously bringing together distinct customer groups who need each other onto the same platform.

Their successes demonstrate that, to succeed, catalysts must defy traditional business and economic wisdom when designing business models, pricing schemes, and organizational incentives. Catalyst Code shows executives and entrepreneurs how to innovate and profit by detailing new economic theory and business history, as well as through extensive interviews with established and emerging catalysts..