Back to the Future: The Customer Identity Imperative

If you purchased your music on vinyl, paid $2 to see Jaws in a theater and remember how to reset the stations on an AM radio, then your formative years were shaped by vastly different experiences.

If you can relate, then you’re a Baby Boomer, or a proud middle-aged member of Generation X. You grew up in a time when people paid cash. Telephones didn’t work without cords. Amazon was only found in South America. Computers weren’t personal, and people left their homes to shop. Things were certainly different. Better or worse is a matter of opinion, but different is unassailable.