1. What is meant by "increasing the area of the light blue box?" Why is the light blue box area so crucial to business strategy? What are the three ways a business can increase the size of the light blue box? Give at least one description of when the area in the light blue box might be negative.

2. How would you describe and define the 6th industry force complements? Why do strong complements increase the attractiveness of an industry? Why do weak compliments decrease the attractiveness of an industry? Can you give an example of an industry with strong complements?