Video: Gordon Breaks Down Modern Commerce

Video Transcript:

So, here we are, nearly at the end of the first quarter of the 21st century. Commerce and business has always been evolving. However, I would suggest it’s true to say that commerce has evolved quicker in the 21st century than at any other time. And we know why. The Internet, mobile phones, social media and so on.

Is your brand ready? Actually, you’re probably doing better than you think but it doesn’t mean there isn’t room for improvement.

At Highlands we like to use the term “Modern Commerce” as a catchall for how brands should be thinking about their current go-to-market strategy. How this strategy can help them reach new consumers and new markets.

In our world, Modern Commerce is about addressing the needs of the modern consumer. And we’re all modern consumers, that is, we like to buy anytime, anywhere and anyhow. We know we hold the power in the buy-sell relationship.

From a Highlands perspective, we also recognize that for most brands, maybe all brands, being everywhere is, frankly, preposterous.

However, your consumer has the power to buy your product, or not, and decide where and how they want to buy. So, the question you should ask yourself is, ‘Am I ready for modern commerce?’

If you’d like to discuss how Highlands can help on your modern commerce journey please feel free to reach out at any time.


Headshot of Gordon Christiansen


Gordon Christiansen Partner of Highlands

[email protected]

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