“I have such easy access to my fans and customers.” Those are the words of Kylie Jenner, from a 2018 Forbes profile. Jenner was on the path to billionaire status, but in many ways the billionaire part was the least interesting aspect of her ascent.
Much more interesting was that Jenner had built her eponymous cosmetics company with seven full-time employees, and five part-time. Packaging, sales and fulfillment were all outsourced, at which point marketing was essentially free as alluded to in the quote that opens this review of University of Cambridge economist Diane Coyle’s new book, The Measure of Progress: Counting What Really Matters. Thanks to Jenner’s hundreds of millions of followers on Instagram, Snapchat, and other social media, Jenner had easy and essentially costless access to an acquisitive demographic.
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