Remember when manufacturing and operations were linear? The customer had a role in sales and product positioning at the end of the manufacturing process, but by that time the product already left the factory so you couldn't connect with the customers any longer. All that has changed with the Industrial Internet of Things or IIoT. Customers expect more from the products and services they are buying and unfortunately brand loyalty is rare. They want the latest and greatest of the products that meet their needs at the best price.