GUEST AUTHOR BLOG by Marcus Buckingham author of "StandOut: The Groundbreaking New Strengths Assessment from the Leader of the Strengths Revolution."
As consumers, we are living in an era of automated customization. Born of the impossibly varied options we have to amuse ourselves, cutting-edge companies are finding innovative ways to tailor our entertainment choices to who we are, relieving us of the burden of finding the diamond in the rough of 500 TV channels or thousands of movies and music albums released every year.
Despite its recent missteps, Netflix is the paragon of this new breed of company. Once you’ve signed on, one of the first steps you go through is to rate a bunch of movies you’ve already seen. Based on your past preferences, Netflix proceeds to tell you what your future preferences may, in fact, be. Services such as Pandora and Spotify offer a very similar process to help people discover new music that suits their tastes. Google and Facebook, each in their own way, have revolutionized the delivery of advertising based on search and social networking, creating a sort of anti-Spam: targeted, relevant ads that a consumer might actually welcome rather than spurn.