Customers buy what they want, when they want it and how they want it, and they expect service to evolve and improve with each transaction. Our success is based on our capability to adjust to what those needs and expectations are in a rapidly changing world. A few weeks ago, I was listening to a CEO of an insurance company talk about the industry. I was struck by his continued use of the word “product.” Product knowledge, product this, product that. The voice in the back of my head was screaming.