When you walk around any city center today, how many independent record stores do you see? Not very many, I would guess. Back in 2004, it would have been difficult, or even impossible, for businesses like that to predict that, by personalizing at scale, digital competitors would rip out the very core of the value they offer their customers. Customer expectations and market dynamics are changing fast, and companies must be prepared to evolve . Mass personalization is now a key customer expectation, and it is essential that businesses give consumers what they want. Mass personalization, along with the other Business 4.0 behaviors – leveraging the ecosystem, embracing risk, and providing exponential value – will keep businesses relevant both today and in the future. Ignore these behaviors, and another Shazam will come along and do the job instead. 17