In recent years there has been a tsunami of content bombarding us about the need to move from 'Multichannel' to 'Omnichannel' strategies. In fact, conventional wisdom has us thinking about our interactions with customers regarding the channels they use. The critical problem here is that our customers don't view our brands through a 'multichannel or omnichannel' lens. This talk will explore the rise of the 'Channel-less Customer' and examine what challenges, and opportunities, lay ahead for us all.