Susan Weinschenk, Chief Behavioural Scientist and CEO, The Team W

"Consumers now expect to be able to get things, talk to someone, and do what they want at any time. That's led to a divide. Some companies and products provide such a perfect, seamless experience that it has raised the bar. In fact, it's so easy and seamless that we kind of forget to be impressed. But what they're doing is making the ones that don't deliver that kind of great experience all the more obvious."

- Susan Weinschenk, Chief Behavioural Scientist and CEO, The Team W