The world is changing fast. Uber is the largest taxi company, yet owns no cars, Airbnb is threatening the hotel industry, but owns no real estate, and Alibaba, the world’s largest retailer, has no inventory.
Digital disruption is everywhere. From new accessories like wearables, to new retail techniques like mobile commerce, it’s easy to think that everything is changing. Yet in this world of unbound possibilities, we seem to fetishize technology, rather than use it to design products and experiences that cater to new and emerging consumer behaviors. We need to shift our focus away from the shiny new toys that technology provide, and key our eyes to our customers. …
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