In the past, those who held the information held the power, no longer is it so clear cut.

Now, we have so many options opened up to us that the sharing of information is the new power, as information attracts activity, as light attracts a moth.

This is a huge change in the competitive landscape that has occurred so quickly that many have yet to twig, and therein lies a wealth of opportunity to restructure demand chains based on the availability a and transparency of information, rather than its proprietary ownership or location.