Patrick Spenner and Karen Freeman:

Shifting the orientation toward decision simplicity and helping consumers confidently complete the purchase journey is a profound change, one that typically requires marketers to flex new muscles and rethink how they craft their communications.

Throw out everything else that designers have been talking about: gamification, location, etc. The future is about empathy and being able to take yourself out of your own head and what you want to shove at customers, and understanding how you can make your customer’s life easier at each step.

“Brands” should act as facilitators of information1 to guide you to the best decision, not just shove their own stuff in your face without even understanding your problem.

  1. Assuming they make a great product and stand behind it []