Saying NO to some revenue creating opportunities will help minimize business continuity risk long-term in today’s market! Huh? Isn’t a company’s main goal to maximize shareholder returns, and it would be tough maximizing returns if you are turning down revenue, right? Seems counterintuitive…unless you understand that not all revenue is created equal. When you can master sales velocity, you really have something that is valuable long-term to shareholders…and the best way to do that is by controlling your distribution to focus on partnerships that enhance your company’s goals.

Challenges notwithstanding, frictionless omnichannel retail is here to stay. It’s more than a trend, it’s a reflection of how today’s consumers live, and brands are well advised to take this into account. Just like the Choose Your Own Adventure books, alternate paths to the shopping journey speaks to the desire of control that consumers seek. Choice will become more important in an age of personalization. The future will be rich with personalized products, endless customer service options, 1-to-1 marketing, and loyalty programs that make us feel like special snowflakes. For all that, I guess we can thank Edward Packard.