The world is changing. Technology is rewriting the rules. And, if you don't change with it, you will get left behind. In this day and age, there is no such thing as an “average” customer. No longer are there just three or four big brands you can easily fall in love with. Now, you have hundreds to choose from. Thousands even. In this day and age, your “job” isn't to sell one brand of detergent to everybody. It's to help each individual customer find the right product for them. This is where “conversion science” comes in. This is what makes the difference between a winner and a loser. This is what separates the timid from the founders who walk on water.