T he examples here demonstrate the power of technology to drive mass personalization. But success will not come from simply throwing technology at the problem; it is important to consider a range of other business-led factors as well. Become customer-centric, not product-centric Companies are keen to ensure they are customer-centric, but it is also about how the business is organized. Most companies are product-centric: processes and systems were designed around creating or delivering a product or service. But in today’s Business 4.0 world, companies must start with their end customer in mind, and develop products, services, and processes around them and their needs. Embrace cultural change to drive personalization goals Changing the nature of the business in this way – away from being product-centric and toward being customer-centric – is difficult, and requires cultural change in the organization. And cultural change is also needed in order to tap into the ecosystem of partners that will help drive personalization, because it requires a much more collaborative approach. For many companies, this can be a major challenge. To overcome it, they must undertake significant change-management programs that incorporate KPIs and incentive schemes. 12