We originally saw this phenomenon with the quality revolution. Now we're seeing that same infectiousness with respect to speed. Whoever delivers what you want the next day is going to win. Digital speed simplifies complexity. Digital speed allows you to navigate through that complexity on your own terms.
Digital speed shrinks the distance between the information and the decision.
It gives you a new ease with which to navigate the multifaceted task of juggling your life. As a result, consumers can shift their desire from simply completing a transaction to getting the most out of each transaction that they do. They buy more, and what they buy has a higher margin. Often, when consumers are dealing with complexity and choice, they run out of time, they run out of patience, and they run out of trust. They don't believe that salespeople are really interested in helping them.