Chapter 1 : Where we've come from
Time and space compression
Today, no matter what kind of company you are - a
manufacturer, a brand, a distributor, a services company
- you live in a world where consumers have instant access
to information that, in the past, was hidden from them.
Information such as competitive pricing, detailed product
content, and user ratings and reviews.
The world we live in is now fundamentally different. The
price of sourcing goods from China is lower than ever.
Amazon can do same-day delivery in 91% of the United
In today s world, consumers don t put up with friction in the
buying process. They are not content to wait for an associate
in a store to say, Sorry, we don t have that in stock, not when
they have dozens of other ways to immediately purchase that
This first transformation of time and space compression has
enabled consumers to quickly get the information they need
to make purchases, and the ability to purchase from any
merchant around the globe. As such, merchants need to be
more agile and more transparent in order to win and retain
today s consumers.