In my first article in this series, I laid out an approach for identifying the modes that people get into, and I introduced the idea of a mode map. For part two, I’d like to apply mode map thinking to ...

Let’s get back to the discussion of the definition of a customer: Are we talking about the customer as a business or the customer as a person? If the customer is a business, then it is likely that the ...

Anyone immersed in the business world has a grasp on how dynamic the market's behavior is when it comes to consuming goods and services. Every year, business owners across the country are forced to ...

Consumer rights legislate a broad range of protections and assurances put in place to establish fair play in the marketplace. Expecting transparency from the brands they interact with, consumers want ...

A person is a person, an individual. With the two identities of the customer defined, we can talk about the different commerce models that represent how goods are sold. B2B: Business-to-business B2C: ...