Rishad Tobaccowala in a video interview for "The Zero Moment of Truth":
A lot of us ghastly believe we are behind technology, or we are behind our competitors. The truth of the matter is that we are really behind the customer."
The book is by Google and it's a good read, but that quote sums it up perfectly for me. ZMOT is free and they were smart enough to offer it in many formats: pdf, Kindle, iBook, Nook, etc.