Effort and patience are things of the past, not worth being rewarded any more. Today’s currency is immediacy. Thanks to technology, consumers have heightened expectations from everything. They demand, and often receive, products and services tailored to their exact specifications, where and when they require them. The days of mass-produced goods and services, designed to serve the majority, appear to be numbered as we’re stepping into the era of mass-personalisation. The on-demand economy is the first step and dominant players are already challenging established old-economy giants. The rewards for those who evolve and adapt are as big as the losses for those who don’t.
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