Leni's niche illustrates just what Stuart Kauffman of the Santa Fe Institute teaches us -- technology grows combinatorially.

Private airplanes and handmade fabrics combine to create a better product, which raises demand for both the planes and the luxury fabrics. Now, all Leni has to do to get back her million-square foot plant is think about what other luxury products have seats, then start opening those markets. Yachts, mansions, limousines, private railcars, boardrooms, executive offices -- just to name a few off the top of my head. What an exciting company for creative salespeople to work for!

With the right compensation packages, Leni's people could refill her father's old plant in no time at all, making her, themselves, and everyone else in the plant rich in the bargain.

Dr. Mark White
White & Associates
Strategic and Financial Consultants
Mexico City

Dear Dr. White: Forum readers may begin to recognize you as one of my regulars. I always enjoy your refreshing analysis. The complexity theorist Stuart Kauffman, about whom I have written in the past, has indeed drawn our attention to the exponential growth potential for new products and services arising from the exploding diversity of the planet.

Of course, the world is producing a lot of junk, too, from marginal, recombinant cuisine (Cajun burritos) to toilet paper with baking soda. Most of the major consumer products companies have lately begun cutting back on their proliferating product lines. Still, your point is well taken: Genuinely useful things also erupt from the collision of products and technologies. I'll pass on your marketing advice to Leni Joyce -- and tell her that it comes compliments of a friend!

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