We are in the fourth industrial revolution, where software can replicate value at zero-marginal cost and where data is the new oil. You may remember this story about Microsoft versus IBM in 1981, where IBM let Microsoft manage the operating system (DOS) thinking that the future was selling hardware? This famous negotiation deal that made Microsoft into the behemoth it is today, and was once the most valuable company of all time in 1998? See also: Making the case for API neutrality But value is not always where we think, and only people who understand the future will find it. For instance, with the web, the value is in the relation

If your business wants to attract more qualified traffic and build your brand, then you need to think about the client’s journey. Today’s consumers are more informed and have more options than ever before when it comes to what they buy and how they buy it. See also: 5 effective and smart ways to do VR marketing today When a customer buys your product or service, that transaction is only one part of their entire experience with your company