Should you throw away what you think you know?

Welcome to the age of customer-centricity. Where what you’re selling is more than a product – it’s an experience, a moment – something bigger than a product could ever be.

Forget trying to homogenize consumers through oversimplified classification. Forget a demographic, a market segmentation, an idea of a person you think you know.

Rethink all of it. Because at the end of the day, people know the brands that know them.

Personas won't do. It's personal.