I was invited by Digital Marketing Summit 2024 to introduce and ask questions to Thales Teixeira. He is the founder of Decoupling.co and Professor at University of California San Diego.

Thales has reminded us of the importance of customer orientation. He introduced that customer activities will differ across industries. Then, he showed from his data that companies in different industries scored low in different customer activities. For instance, Hyundai scores low in the activity where customers compare cars, whereas Sephora scores low in the activity where customers are greeted. This suggests that every single company in different industries should fix different customer activities.