Well of course, customers should come first - but that would have been a rather bland title, wouldn’t it? Still, I believe they do come first, and happily increasingly so, as I explained in my last blog. However, in that same blog whilst I did recognise that the ‘how’ of serving customer needs is still important, it just mustn’t overtake the ‘what’ in terms of focusing on the outcome first. So, building on an acceptance that the modern consumer world relies on data in the same way the living...