Every company has put resources and energy into improving manufacturing efficiency, into reducing overheads, into optimising the supply chain and generally re-engineering their business, he told Market Leader, the journal of the Marketing Society.

但是，做生意開支最大的項目依然是與消費者的信息溝通，說服他們購買我們的產品。

Yet what remains the largest cost in the business is how we communicate with our consumers and persuade them to buy our products.

今天發達國家日益繁榮，商品和服務的種類大幅增加，這使得消費者有可能在更大程度上表現自己的個性。人們不像以前那樣追隨以年齡、性別、階層或職業為基礎的模式。

Today, rising prosperity in developed countries and a vast increase in the range of goods and services have encouraged much greater individualism. People conform less to stereotypes based on age, gender, class or occupation.