In a world where brands are increasingly developing connections with customers using data form the internet and otherwise, its become clear that in the coming years only those companies will really succeed who master the "connection" economy.

A business is founded on unmet needs, whether it be on a micro local scale or international, and a sustainable business is dependant on understanding a customer's evolving needs. To truly connect with your customers, you have to be your own customer, and you have to do everything you'd expect from yourself had you been a customer.

When you're a customer, you don't bother about the internal silos of the business, you care about the experience and when a business successfully adds a touch of personal expression to every experience, it shows.

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