Introduction Play #1 Play #2 Play #3 Play #4 Play #5 The way forward: A life-centric approach Businesses today need to take a Our research has found that companies which are furthest on to road to life centricity are best positioned to maintain their relevance and thrive.2 broader view that allows them to They are three times more see customers in their full lives likely to outperform their peers on speed-to-market and almost five times more likely and adapt to their ever-changing to outperform on customer lifetime value. needs and priorities. We call this They’re also positioned to jump to the front of the growth race. Our modeling analysis life centricity. predicts that companies who lead in life centricity will outpace the growth rate of their peers by nine percentage points annually. In fact, companies that lag furthest behind in life centricity are likely to shrink year-on-year. For a $10 billion company, this could mean the difference between growing $4 billion in new annual revenues over five years or shrinking by $1 billion in the same period. The life centricity playbook 44