在此书中，他写道在未来商业市场中，企业必须积极注意消费者的个性化需求，在原来不受到重视的销量小，种类多的产品或服务由于总量巨大的此类商品中，赚取得以超过主流产品的利润。
In it, he argued that the future of business is to sell less of more. The main premise is that collectively, things that are in rather low demand can amount to quite large volumes.
顾客需求日趋个性化，商品生命周期越来越短，企业必须快速地向顾客提供较竞争对更好、更有个性的产品或服务；
With the individuation of customers' demand and shorter lifecycle of products, enterprises have to supply rapidly more individual products or services than their competitors do.
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