Every so often a new development creates sweeping change. Such as digital technology. It, like automobiles before it, is creating it sown reality – that is, digital tech is essentially training humans how to live with their own creation. While the training, as extensive as it has been, is still ongoing, its impact has been widespread. From this point in time, we can see four things that digital tech has taught consumers, and they are causing challenges for any company wishing to attract those trained consumers. First, Distractions are appealing to more and more customers, as they seek to engage with more and more points of contact. Second, Impatience has become ingrained, as consumers learn they can have things sooner and get them easier. Third, Expectations are rising, as the technology advances services and puts things at the consumer’s fingertips. And finally, consumers get better at Resourcefulness, as they access more resources.