On this episode, we explore the concept of proximity and how technology is enabling products and services to be delivered faster and tailored to individual needs with authors Robert C. Wolcott & Kaihan Krippendorff. They discuss real-world examples of proximity, such as vertical farming, 3D printing, and on-demand pharmaceutical production, and highlight the impact of proximity on customer experience demand, including the expectation for customization and immediacy. The conversation also touches on the sustainability benefits of proximity, such as reducing waste and greenhouse gas emissions, and the importance of cross-industry exploration and learning from other industries to stay ahead of rapidly changing customer expectations.