Introduction Play #1 Play #2 Play #3 Play #4 Play #5 Further, forces such as political, technological, cultural or environmental change affect life to a far greater degree than ever before. Intelligence once again comes to the rescue, allowing leaders to proactively predict the impacts of these changes by monitoring these life forces in an always-on way. Through methods and technologies like artificial intelligence, analytics, ethnography, trend forecasting and deep qualitative and quantitative research, leaders can create more dynamic, expressive customer segments that evolve as their customers do. This dynamic view allows them to spot proactive opportunities for growth, both from a B2B and B2C perspective. It’s worth noting that this culture of deep understanding often extends to employees as well, with companies that demonstrate this trait significantly improving employee retention. The life centricity playbook 10