How to create an omnichannel business

Most of the times when you search for omnichannel best practices and how-to’s, you come across dozens and dozens of articles about omnichannel sales, omnichannel marketing, omnichannel experience… which are, no doubt, important topics. But I would argue that they are, metaphorically speaking, merely the end result and not the cause. In other words, it’s not where one should start …