A look inside the MACH Composable Conference in Chicago: U.S. tech projects are frozen, Europe is heating up, and MACH's community-driven approach continues to spark debate in the enterprise architecture world.

Discover key insights from The Lead event where Rick Watson discusses with Bennett Fox-Glassman about personalization in business. Learn why personalization is not a standalone business goal, how to start with high-value customer journeys, the importance of cross-functional collaboration, the limitations of relying solely on technology, and when consistent messaging might be more effective than personalization. Perfect for business leaders looking to enhance customer engagement and lifetime value.