Deep Dive: In Pursuit of Proximity 

Proximity is the use of technology to drive the production and provision of services and products closer to the moment of demand. Proximity means that when a need emerges, it is met. When a question arises, it is answered. When frustration happens, a solution is revealed. Supply and demand are aligned instantly, most often through the magic of digital technology. Already, when a consumer checks out an influencer on a social media platform, technology allows the consumer to instantly obtain whatever the influencer advocates, clicking through to order a product, schedule a workout, book a…