In the market of 25 years ago, matching supply and demand was relatively easy. You came up with a product or service, made sure potential buyers knew you existed, and made the deal. Even in today's complex world, this is still pretty much how it works. Both supply and demand, however, have seen some major changes regarding the complexity, diversity, and sheer number of channels, markets, products, and services. Good luck trying to market your product or service under these circumstances!