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Gennaro is the founder of FourWeekMBA, a leading source on business model innovation. He explains DuckDuckGo’s killer application over the years, was the focus over privacy. Privacy becomes a business model because it influences the whole business model. The privacy-driven business model will work to dismantle given assumptions on which current tech giants have been built upon, he says. It works as a basis to lower switching costs associated with getting used with a new search engine.