In 1992, Bill Clinton’s campaign famously said, “It’s the economy, stupid” to keep the campaign focused on what mattered. Over 25 years later, it’s time that companies start using “It’s the customer connection, stupid” for their own internal inspiration to focus on what matters. Why? There’s a seismic shift that happened: Customer expectations around “service” and a connection are being reset across categories by customer experiences in a few categories. Those brands that have acted on shaping connections are winning, and here’s why and how.