We're all guilty of it. We spend a lot of energy trying to predict the outcome of something that's been tucked in your thought process but today it's showtime. But before it arrives we waddle through a past we change and a future designed to do nothing but endlessly change. Getting through the mess requires a well focused thought process that looks lame to others because it's not about partying or eating incredible food and deserts. Reaching people to get a product in their hands has evolved into a sale where the client truly is smarter then the seller. The digital generation has rocked the business world because every product is available in any corner of the world at any time of the day or night. I didn't think I'd ever become an Amazon customer until the day I needed a new bottle of ink for my fountain pens and Staples and Office Depot could no longer provide. I keep going back to the company that's associated with the selling giant but I've never met a sales rep or store manager. I trust them without talking to them. No wonder when I walk into a store and an employee asks a question I quickly turn because I feel like I'm being attacked. "No help! I'm ok!" How then does local win in a world of two day delivery? It's more than putting a smile at the checkout line or tossing out buy one get one free deals. Businesses need to start reaching toward their customers without expectation. Stop selling and start knowing who your customer is. Know their name. Now their place on your block. Reach toward them.