And the main question for businesses will no longer be "how to please the client?" but "how to get AI to even consider you?"
Continuation of the conversation with Garrett: Что делать, когда всё вокруг рушится? ПРОГ...

In preparation for the IV Palizh Academy Business Forum, we spoke with Garrett Martin Johnston, an international expert in commercial and marketing strategies, an expert on complex economic markets, and a member of the Academic Council of the Higher School of Economics.
WHAT DOES THE NEW COMPETITIVE ECONOMY MEAN? WHAT WILL HAPPEN TO MARKETING?
The transition from customer-focusedness to customer-centricity means that a business no longer simply serves the client well, but integrates into their lives, making them better.
And here a very interesting shift arises, which can occur with the development of AI agents. Today, a large company almost always has more opportunities to reach its clients. A larger marketing budget.
More reach.
More advertising.
More resources for brand promotion.

A small entrepreneur can make a product better, faster, and cheaper and still lose simply because the customer hasn't found it.
AI can change this structure.
Because tomorrow, a person might not have to choose between those who bought the loudest and brightest advertising. They'll simply say to their agent:
"Find me the best solution for my problem. Compare the market, quality, price, reputation, and risks."
And then, for the first time, a small entrepreneur has the chance to gain virtually the same access to the client as a large business.
Not because they have the same advertising budget.
But because AI will choose based on the client's needs.
And this changes a lot.
Marketing.
Competition.
Reputation.
Pricing.
Product.
The business model itself. We also discussed the fact that AI can be asked about virtually any company. And it may have much more information than the company itself is used to sharing with clients.
History.
Reviews.
Legal disputes.
Reputation.
Public statements.
The digital footprint of owners and managers.
Competitors.

This means that soon, it won't just be humans who will be selling. It will be a trained AI agent.
This means that simply looking good in advertising isn't enough.
You actually need to be the business that the algorithm considers the best solution to the client's problem. And this, in our view, is one of the most exciting prospects for the near future: AI can not only strengthen major players. For the first time in a long time, it can level the playing field for large and small businesses.
If this happens, we will see a completely different competitive economy.

Garrett Martin Johnston is an international business strategist and consultant with over 30 years of experience in marketing, sales, and business development. He held senior positions at PwC, Ernst & Young, Capgemini, MTS, Avaya, and other international companies. He is the founder of the consulting firm epiphany™ and an expert in client strategy, business models, and transformation. He served on the Academic Council of the Higher School of Business at the National Research University Higher School of Economics.

Natalia Edalova. Strategist.

President of the Skolkovo Strategic Club.

Author and host of the media project "System Code."

We'll continue this conversation live at the IV Palizh Academy Forum.
What's on the agenda:
• September 10th — Bonus Day: Visit to a paint and varnish factory and a tour of Izhevsk;
• September 11th — Presentations by 15 national and international speakers;
• September 12th — A series of business practice games;
• Over 200 entrepreneurs and managers and end-to-end networking;
• The forum's signature feature is a Mystery Speaker, whose name will remain a secret until they take the stage;
• Informal evening program;
• All-inclusive accommodation: a new recreation center, three meals a day, coffee breaks, and transfers.
📍 September 11–12, 2026, Votkinsk, "Fisherman's Village" recreation center
Bonus day: September 10. Information and registration from the organizers:
https://vk.ru/wall-216354353_1058

00:00 – Introduction
00:51 – Product-centricity and customer-focus
03:58 – Organizing an insurance company
08:01 – Different reasons for buying a gun
10:27 – The difference between customer-focusedness and customer-centricity
11:59 – Russian companies are more customer-focused
17:36 – Management logic has changed
19:17 – Customer-focused and customer-centric banks
20:06 – Banking ecosystems
21:51 – Transition to the third internet
23:31 – End of sales
26:04 – Insurance companies
28:05 – Personal agents
29:52 – Anti-crisis advertising doesn't work
30:43 – A typical Irish entrepreneur
32:03 – Agents count with great Speed
32:50 – Value used to be considered customer comfort
35:58 – Access to consumers will level out
38:53 – Marketplaces are trying to save themselves
42:45 – 3D printing
43:54 – Event invitation
#customerfocus #customercentricity #future #business #development #company #customer #service #entrep...