Personalization Is Not A Feature

We?ve all watched from the sidelines as companies have come out in a burst of glory, and then, two years later, spent their venture capital, lost their user base, and failed to monetize. This begs the question - what are the factors that drive a company?s survival, differentiate it, and ultimately make it a winner? In today?s online world, personalization is increasingly making or breaking companies. The companies that win are the ones making personalization a key company value ? not just a feature. In the early days of the web, consumers were happy just to gain access to information. However, as technology became more sophisticated, and as more consumers and companies came online, we quickly moved out of the access age and into a state of information overload, often leaving consumers frustrated and confused. Companies that helped consumers cut through the clutter to reveal relevant information had a critical and sustainable competitive advantage in their respective areas. The concept of relevance is critical to the success of Google, for example.

national weather service weather radar brian wilson storm chasers david blaine derek jeter gotye