What It Is

Living businesses are companies that continuously adapt around the customer, to their changing preferences and market conditions with speed and scale.

Why It Matters

The traditional concept of customer loyalty has shifted. Brands now need to be loyal to customers, which means that companies must constantly adjust and cater products, services and experiences to the customer.

Where It's Going

Companies that embrace the living business mindset will benefit from sustainable growth and lasting customer loyalty only possible when agility meets opportunity.

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