Whether a person is a customer, a team member at a company, an innovator, or a citizen in our post-digital world, they have reversed the power dynamic that formerly existed between them and companies. Every day, he lets himself experiment with new applications, expresses himself more freely, disobeys established rules, and gathers under his direction the tools and procedures that are suggested to him in order to create his own experience and journey. As a customer, he imposes his opinions and values and exhibits an intransigence that forces brands to continuously adapt and reinvent themselves in both their products and client journeys. We are entering the era of customer intimacy, conversation, and personalisation. To do this, businesses must continuously hone their understanding of their target market and steer them along ever-practical, important, and alluring paths.