With CES 2019 in full swing this week, the organizers have reminded everyone that the “official name of the global technology event is CES®” and we should not refer to it as the “Consumer Electronics Show” or “International CES.”

The event is now described as “the world’s gathering place for all who thrive on the business of consumer technologies.” To that end, it’s “a high-level business event that touches all industries, it’s the place where business gets done.”

Indeed, with the amount of Business that’s conducted in and around the show you’d think a rebrand to BES ­may be in order.

Semantics aside, I think it’s time to put a focus on the Consumer back into CES. After all, all our business is dependent on them.

As we look at what’s ahead of us in 2019 it’s clear new technologies will have a big impact on our relationships with consumers – whether it’s 5G, AI, VR, Voice Search, Blockchain, or just Big Honkin’ Screens.

CES is great at exposing us to these trends. As businesspeople, we need to be great at understanding them and empathizing with consumers in their use of them. Then, and only then, can we get back to the business of marketing to them.

So let’s put the C back in CES and turn the S into $ for good measure. Or, as Twitter put it, #StartWithThem.

Now it’s time to put the 4C’s back in your Insights.

Now it’s time to characterize the rest of 4C’s Insights.

Get the rest of 4C’s Insights Volume 141 here.