Creating products is about building great experiences for customers. In the past, companies would create products to tell a story to customers. But my old boss, Raja Rajamannar, CMO of Mastercard, says, Storytelling is Dead. Jeff Bezos says that at Amazon, “We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.” However you cut it, customers are now engaged participants rather than passive recipients. It’s the job of companies to engage with customers rather than just treat them as an audience.