Whether consumer direct or B2B, every market has its own unique trends that define the requirements for success. In response to these trends, you enact processes specifically designed to effectively serve your customers, gain a competitive advantage, and remain profitable. But trends shift over time as customers react to the changing world around them. You may perceive this as negative, as your customer’s needs conflict with the operational and profitability goals of your business. But what if this can BE your competitive advantage?