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# Causality
- URL: https://www.philsimon.com/causality/
- Published: 2011-08-22T07:32:15.000Z
- Updated: 2025-12-30T02:17:12.000Z
- Description: Which way does the arrow point?
- Author: Phil Simon
- Tags: Platforms, Strategy, The Age of the Platform, The Gang of Four

Amazon, Apple, Facebook, and Google are not successful because they're big. They're big because they're successful.

I've already had a few relatively animated discussions with intelligent folks about whether small businesses can learn anything from The Gang of Four. I say yes.

That doesn't mean that you or I can buy [DoubleClick](https://www.nytimes.com/2007/04/14/technology/14DoubleClick.html?ref=philsimon.com) or [Zappos](https://techcrunch.com/2009/07/22/amazon-buys-zappos/?ref=philsimon.com). We can't.

## Simon Says

But aren't there other companies out there that complement your products and services? Aren't they're ways to work together short of an expensive and highly public acquisition?