Marketing has a lot in common with farming. In their initial days, it was a given that throwing resources to get a job done, be it money, material and time in marketing, and fertilizers and water in farming would get results. They did but sooner than later costs and competition caught up, and made the exercise of large-scale allocation seem like a cruel joke. The first to understand this was farming, and more so in drier regions like Israel which pioneered drip-irrigation. Just the right amount at the right place helped increase output significantly while drastically reducing costs. And the best part, agriculture became a reality even in the desert! Realization is now dawning in the world of business to the possibility of conserving resources, and using it exactly where it’s most needed. Best of all, technology including IoT, AI and ML are helping gather information from varied sources to understand exactly what the customer wants, when and why. All this is now leading to a situation where irrespective of number of customers, each one can be tapped independently with a highly personalize suite of products, services, ideas and experiences.