Tomorrow's consumers will not easily be segmented. "High end" customers will sometimes buy cheap goods and "low end" seek the occasional luxury experience. To keep up with consumers, tomorrow's competitors will need to anticipate this "crossover" buying behaviour. And they'll have to prepare for cross-category competition, which leads consumers to make trade-offs not within categories (this candy bar versus that one), but between categories as different as confectionery goods and cell phones—in a world with just so many spare minutes and so much pocket money.