One-to-one creates distance in the form of “us and them”, separated by a mental wall. You can see development from mass communication (figure 1) where the same message is broadcast to everyone. The next step takes us closer to the individual’s needs (one-to-one) where every relationship is more unique (figure 2). The next mental step is to become one with the market and the customer (figure 3). ONE goes deeper than the communication, the diffrens shows in product developed with the consumers, and how they take part in corporate culture and the way business are building bottom-line etc.