In Hit Makers, Derek Thompson tries to explain why some ideas become popular and others fade away. It’s an important question and one facing every content creator in today’s hyper-competitive media landscape. Technology platforms like Spotify, Facebook, and Twitter have transformed media into a winner take’s all market. How does a new band break through on Spotify—when the top one percent of acts capture 80 percent of recorded music revenue? How can a television show break through hundreds of channels and streaming options? How can an unknown writer catch-on? Hit Makers claims to answer these questions. Unfortunately, Thompson fails to offer new insights to this question. Instead, Hit Makers is a book on how cultural hits are created, published in 2017, with arguments from 2010.