Instant success can be the worst thing to happen to an entrepreneur. An initial rush of investment money, quick user adoption, or a one-off glowing article in the media might signal a long and successful career — or indicate a bit of beginner’s luck.

Uniformity used to be what attracted the mass market. Think of Henry Ford’s astonishing production line — rows upon rows of identical cars, one for every family in America. But as the capacity to scale evolves, the value of consumer goods is no longer based on conformity. That value now hinges on their uniqueness, a variable that personalization can enhance.

When it comes to purchasing decisions, consumers want to be viewed as individuals. There’s a reason why 63% of consumers expect personalized offers and recommendations.