How To Unlock $2 Trillion In New Growth In The Next 10 Years

$2 trillion is on the table, and only one thing will determine if your brand can carve out a portion of the pie: personalization. No longer just a buzzword, personalization has become the dividing line between average brands and top performers. As Mark Abraham explains in his latest release, the game has changed—soon, brands won’t be judged by product quality alone but by the custom-tailored experiences they deliver. Senior Partner at Boston Consulting Group, Co-Author of Personalized: Customer Strategy in the Age of AI and strategist for over 100 iconic brands, Mark jumps In The Groove with Peggy Anne Salz to discuss how brands can unlock an estimated $2 trillion in new growth this decade. The key to unlocking this growth is what he and his co-author, David Edelman, call "the Personalization Advantage." It’s the competitive edge he describes in his book, drawing on real-world insights from leading brands like Starbucks and Google, along with practical steps to avoid common pitfalls. With tools like the Personalization Index, the Five Promises, and a focus on AI-driven strategy, Personalized is the playbook for “strategists, not just marketers” and paves a path for success in 2025 and beyond.

CHAPTER TIMESTAMPS

00:00 - Intro

03:08 - The boldest ask from a brand

05:23 - The engagement ladder

07:11 - Dos and Don'ts of AI personalization

09:59 - p=ms

12:21 - You can start small

16:27 - Personalization high-performer 

20:35 - The Five Promises

21:52 - Pandora use case

24:28 - Delight me

27:25 - Spotify + Four Seasons use cases

29:30 - What consumers need to do

30:45 - Building trust

31:54 - Rapid-fire Q&A

34:00 - Connecting with Mark