In a context in which customers have moved from managing resources to managing scarcity, companies must adapt their offer and provide those products and services that best meet the changing needs of their customers.

The current situation is characterized by the confluence of three major trends:

First, due to the economic crisis, our clients have fewer resources, which are managed in a much more conservative way than in good times.

Second, the Internet has encouraged the emergence of a multitude of free services and applications of high quality, based on the business model known as “freemium” (Google, Skype, Twitter …).

Finally, a new generation, with a good command of the Internet and new technologies and with some knowledge of design, is accessing companies.

Derived from the sum of these three trends there has emerged a customer who only invests in that which is indispensable, who is able to solve many of their own needs with the free solutions that the market offers, and with the knowledge to manage these solutions.

In this environment, three types of companies will grow up:

1. Those companies that offer an essential product or service that customers are not able to create or manage by themselves.

2. Companies that help customers self-manage their own resources.

3. Companies that are able to create products and services that customers don’t yet know they need.

For companies that do not offer any of these three things, perhaps it’s time to reconsider their business model.