"What does the customer want in the 21C? Not just a simple set of objective improvements. But stuff that speaks his language, pushes his buttons, clicks with his karma, and fits in with his priorities." Max Mckeown Technology is changing faster than customers, customers are changing faster than organisations, and organisations are changing faster than the people who run them. Catch up! "After 15 years working with US Presidents. My advice? Listen to Max McKeown. On the wisdom scale, he is a cross between Buddah and Bil Gates."Mary Spillane, author of "Branding Yourself" In a world of 6.5 million different dot.com domains and millions more channels, the e-customer will never run out of places to be rather than being with you. To experience the pleasures of organic growth, businesses need to ditch fear, greed and ignorance and choose to use the net to do difficult things that improve the e-customers life-style. E-customise your business to offer and deliver effectively what e-customers appreciate, and what they want to pay for. Not just a simple set of objective improvements but stuff that speaks their language, clicks with their karma, and pushes their buttons. Visit the parallel world of the e-customer and come back inspired.