automobiles, and footwear, as well as emerging industries
such as video games, search engines, and social networks.
Coming to terms with the implications of this change is
critical for survival and growth.
This transformation, as we will examine in this book,
is built on two basic pillars:
1. Value is based on unique, personalized experiences of
consumers. Firms have to learn to focus on one con-
sumer and her experience at a time, even if they serve
100 million ...