As digital and physical continue to merge, never have the potential to reinvent business in an omni-channel world been so great. Whether you’re marketing or developing a new offer, it’s impossible to think of a product or service without imagining its phygital ecosystem. The cellular phone, the access economy, the platform as a service, social commerce… offer opportunities to reinvent all business models. And innovation always starts with a deep understanding of the motives of the people who make up this ecosystem (users, buyers, brands, retailers, etc.) because customers aren’t always as we first imagine them.