One of the things that makes working on Lucy’s team so exciting is being able to see a few years into the future of our industry. In my previous position as a brand manager, I labored to create messages that would resonate in just the right way with their intended audiences. We did our best, using the data we had such as transaction history and web pages viewed, to form an idea of our different customer segments so we could speak to each in a personalized voice. Some of what we did was guesswork, and a lot of it missed the mark because we had no tool for personalizing messages around what would resonate on a mass scale. Lucy is that tool. If I were still working as a brand manager today, I would insist at having her at my side.