It’s The Age of the Customer – are you ready?

Markets were born when humans chose to acquire what they needed by trading with each other rather than producing it themselves or taking from someone else by force. The moment of proto-market conception was when the first seller offered to trade with the first customer, and that offer was accepted.

For millennia, this marketplace dance was as beautifully simple as it was exquisitely effective, having at its nucleus three primary elements:

The product, controlled by the seller
Product information...