No matter what your age or occupation, life is complicated. Cultural and commercial globalisation, a proliferation of new channels, the decline in deference to traditional institutions such as the church and family, and the rise of the 'anxiety society' have all contributed to the seemingly unmanageable range of choices that permeate our lives. Drawing on a 3-year project carried out with the Abbey National, this book is about such complexity and the challenges that it presents to companies and organisations seeking to be consumer-led. Exploring the issues themselves alongside a wide range of viable responses (from the development of choice-simplifying brands to radical new segmentation techniques), Michael Willmott and William Nelson illustrate why coming to terms with complexity is the first step on the road to future profitability - and the unique opportunities that are available to companies that can achieve it.