Chapter 4, titled "From Products and Channels to Experiences," discusses the shift in banking from traditional product and channel-focused models to an experience-centric approach. The chapter emphasizes that the new banking paradigm prioritizes seamless, contextual interactions over conventional banking products, arguing that customers now seek experiences that integrate banking functions into their daily lives. It highlights the necessity for banks to rethink their organizational structures, moving away from product departments to a more agile, experience-driven framework. This transformation aims to eliminate friction and enhance customer engagement by leveraging technology and data to create personalized and meaningful banking experiences.