Businesses must challenge existing models But where people’s expectations are outgrowing to create something wholly new. Inventing today’s standards, disruptors see the beacon of 76% a better, human-centered future for people opportunity. One company introducing a new requires a virtuous circle of trust, data and model for this relationship is Inrupt, a startup deeper experiences. founded by Tim Berners-Lee (the originator of the world wide web) and a business partner to 16 Consider just one of the challenges today’s scale a data-linking architecture called Solid. models create. People’s information—whether medical, shopping or other data—is generated, The Solid movement emphasizes trust. Individuals’ stored, shared, accessed and controlled by the data is stored and used across the web through companies and ecosystems with which they do “pods,” which can contain personally identifiable of executives agree business, and sometimes even by businesses information, financial records, contact lists, with whom they have no direct relationship. content subscriptions and more—but people that organizations need As these ecosystems grew to provide expansive can decide where their personal data is hosted to dramatically reengineer personalization and valuable services, companies and determine which companies or machines the experiences that bring were relied on to steward more data and manage can access their pods. They can also revoke technology and people increasingly complex relationships. But now that access at any time and even delete all together in a more customers are growing hungry for more input their information with a click of a button. It’s the human-centric manner. on how their data is used, and many businesses beginning of a new kind of platform that gives lack the mechanisms needed to provide that people more agency and builds clear lines engagement. In this absence, customers can of sight for companies about how to best grow wary of businesses and potentially distrust engage with customers. them too. Governments, sensing that distrust, are looking to impose consumer access and control requirements on personal data.