When we say the consumer has changed the way they buy, it’s more than how they Google and educate themselves on a topic before they “enter the market” to buy – although that’s a major change in itself. Ask any store clerk who sells consumer electronics. They’ll tell you the average consumer knows as much about the technology they sell as they do! Or at least has educated themselves enough that they think they do. This alone would be a great reason to change the way we go to market but there are other levels of impact not even considered in this initial equation.