INTRODUCTION
Free Markets Require Free Customers
Perspective
This book stands with the customer. This is out of necessity, not sympathy. Over the coming years, customers will be emancipated from systems built to control them. They will become free and independent actors in the marketplace, equipped to tell vendors what they want, how they want it, where, and when—even how much they’d like to pay—outside of any vendor’s system of customer control.1 Customers will be able to form and break relationships with vendors, on customers’ own terms, and not just on the take-it-or-leave-it terms that have been pro forma since industry won the industrial revolution.
Customer power will be personal, not just collective. Each customer will come to market ...
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