No new medium without risky investments. But if everything goes to plan, large gains can be made. As an entrepreneur, you look for people with the know-how, creativity or money to turn your idea into a best-selling product.

Your business location is crucial. The commercial centre of Antwerp was the Silicon Valley of the sixteenth century. This was the place to be for printers. Even then, printers used marketing techniques and branding to sell their books.

What makes or breaks a new communication technology? How did Facebook become a global medium? Why do so many youngsters use Instagram? Is it worth investing in a new app? If you only knew the answer to that last question in advance…