In a digital age in which products are proliferating, channels are complexifying, and the demand for customization continues to skyrocket, we need a new approach to understanding, engaging, reaching and retaining connected consumers. Overly complex approaches aren’t the answer, and simple approaches can’t contend with the intricacies of today’s purchase journeys. For this reason, we need a next-level approach that goes beyond complexity and simplicity — an approach that is paradoxical.