Progression can matter just as much as personalization. Today’s customers expect every touchpoint to learn and level up with them. I recently weighed in on this for Fast Company’s roundup of best practices that help brands grow with their audiences, explaining why adaptive experiences—my term for progression in action—can be every bit as powerful as strict personalization.

When every interaction becomes a feedback loop—listen, learn, evolve, repeat—brands turn growth into a shared journey rather than a sales funnel. It’s a mindset that earns loyalty while standing a better chance at surviving algorithm shifts and market swings.

You can read the full article here.