Customerdemands Too many organizations are out of sync, too rigid or moving at a pace that is slower than consumer change. In the past, brands competed with other brands in their space for excellence in experience (if they even paid attention to it). 61% 33% But now if an organization’s experience fails to meet of leading companies say By contrast, standards set by companies that do not directly compete with it, then they will be seen as a failure. That’s because consumer their customers are companies lagging expectations have become truly liquid across different shaped by the most in their performance product and service categories. They no longer compare their brand experiences between two different companies in the hyper-relevant, real-time are only 33% likely to same space. Rather, they make comparisons between their and dynamic experiences say the same. brand experience of, for example, a mobile service provider with a best-in-class airline. they encounter across all industries and that those experiences impact how and why theyinnovate.