Something about the concept of one person "being in charge" sounds like an aging ogre's call. Mobile is a channel with millions of stations with the consumer in charge of the channel selector. The biggest challenge retailers face is relevance in the age of change, choice and access. The question is, how can an organization reorganize itself to be nimble and responsive to the pace at which the customer experience will continue to change? "One person in charge" suggests the illusion of control is still rampant in retail, which may be the the biggest challenge to overcome.