Competition has changed the corporate landscape and the way we must do business. Differentiation in the marketplace used to be much simpler: focus on making a great product or providing an improved or much-needed service. Those days are gone. Today, products themselves have become undeniably similar and struggle to deliver differentiation on their merits alone. The result is a shift from product innovation to a differentiated user experience and integrated solutions. In essence, business leaders must learn to anticipate consumer’s needs rather than waiting for a break-through product, a killer app or significant new technological need to arise.