In 2008 I co-authored the book New Age of Innovation (McGraw-Hill) with my colleague C. K. Prahalad from the University of Michigan. In our book we discussed a fundamental business transformation forged by digitization, ubiquitous connectivity, and globalization. This transformation, we argued, was about the shift in perspective of value creation in business. We claimed that customer value would be based on unique personalized experiences delivered contextually to customers in a user-friendly interface. We called this the N=1 (one customer at a time) business model. In the last two years, I’ve seen this trend entering into every industry ranging from entertainment and travel to healthcare and financial services. It is clear that with ...

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