Part of doing business in the digital world means letting the customer determine, to some extent, how and where you market and sell your product. The whole concept behind “I” of the Consumer is that each individual consumer now has an inflated sense of power in the company-customer relationship. The internet, along with other advances in technology, has made being a consumer easier. If you, as a company, decide to limit the options to your customers, you’re going to lose them.

Kristin Zhivago’s new book, Roadmap to Revenue: How to Sell the Way Your Customers Want to Buy, is a great testimonial to this shift in power from business to consumer.

The book is filled with tremendous insights for businesses of all kinds. Perhaps one of the biggest things that I took away from the book is that there is a myth out there that you have to exceed customer expectations in order to create loyalty or ultimate satisfaction. What this book shows you is that you can be flexible with your business model, meet customers on their level, and give them exactly what they want. When they see how easy it is to do business with you, you’ve created a lasting relationship.

This year we will see a record amount of money spent on online advertising. In addition, we will see a record number of purchases take place online. In a world where the internet is making it easier than ever for consumers to get their way, why fight it.

Lead the way and adopt your business to the way the world is heading, and you’ll find consumers waiting there for you. Roadmap to Revenue will give you the inspiration you need to start that journey.