Reinvent the Customer. Rethink Value.
In a BANI reality — brittle, anxious, nonlinear, incomprehensible — clinging to the old idea of a "stable customer" is a fatal flaw.
The truth? Customers aren't just evolving — they're breaking the mold, rewriting the rules, and flipping the script on what it means to engage.
If you're still treating customers like predictable, passive buyers, you're already obsolete.
It's time to stop playing catch-up and start reinventing the customer: not as passive consumers, but as ruthless architects of their own value and experience.
The future belongs to those who don't just serve customers — they collaborate, disrupt, and co-create with them in ways no one saw coming.