Every individual is, in effect, a 'business' seeking to improve his or her own personal bottom line.

Most individuals' don't focus on the same bottom line as corporations. They think about a lot more than making money. They want a 'fulfilling' happy life - whatever that happens to be.

But in the process of making this life they have to manage a series of life departments such as 'my home', 'my money', 'my health' and so on. And they have to invest certain personal assets such as their time, money, emotion, work and energy, attention and information to achieve their personal goals.

Naturally, they seek a good return on these investments.

So, in a very real sense, it is valid to think of individuals as businesses in their own right. And it is valid to apply business thinking and tools to help individuals improve their 'productivity' and 'profitability'.

OK, the words sound a bit funny in this context. But their content is pretty much the same. And once you start looking at commerce - the whole lot, big businesses, finance, law, accounting, marketing - from the point of view of the individual as a business it blows your mind.

Suddenly, you see everything from a different persective. A whole set of 'normalities' become instant absurdities. And a cornucopia of new opportunities begin screaming out for attention.

The theory and practice of person-centric and buyer-centric commerce is explored at www.rightsideup.net