There’s endless debate about what will define success in a Digital 3.0 world. Success will be those businesses — both physical and digital — that recognize that their biggest downside risk is a consumer who is willingly and, now comfortably, making her digital/physical tradeoffs to protect their own downside risk: their health and that of their loved ones. It won’t be hard to spot the winners — it will be those most FIT® to meet the consumer’s digital-first needs. …see more