No real answer again from Chris but his books are great on observations, conclusions and summarisations.

'Free' is actually easy to understand.

It is any number of these tenets at the same time, a weapon, a tool or a vehicle ... but it is ***nothing else***.

The mistake is when we start to worship 'Free' as this shows we don't understand what is really going on; the larger model in play.

So how do you make money from 'Free' ?

Easy! Work out your business money, then work out which part of it will be 'Free' using the tenets.

An example: Make some really - REALLY good maps of Yellowstone Park, water proof, wipe clean, easy fold, showing how wonderful the place is, it got to be better than the other maps, or at least 'good enough' in comparison to the ones you have to pay for ... then just give them away.

The map show all these wonderful things to see and do ... and shows how big Yellowstone is and how far apart all these things are and you how can't see all of the attractions under your own steam because what is the best route? Geez, you'll need a guide!

... and guess what? Your business sells Guided Tours of Yellowstone ... and you've get 25% off if you turn up with the map.

Hook - Line and Sinker !