Innovating your business can be risky and difficult at the best of times. And in the fast-moving digital age, it can be downright terrifying. How do you best focus your resources in a world where everything is changing and anything seems possible?

There's nothing like the high of winning a new customer. Marketers live for it, and the vast majority of marketing dollars are spent on it every year.

Is it conceivable, then, that our addiction to customer acquisition might actually be holding us back?