… “technology changes too fast, I’m glad we are in a more traditional space”. These are false hopes. This fundamental shift is coming (or has already come) to every business and every industry, in every part of the world. It does not matter if you are a retailer, a manufacturer, a healthcare provider, an agricultural producer, or a pharma company. Your traditional distribution model, operational mechanics, and method of value creation will change in the next 5 years; you will either lead or be left behind.