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October 07, 2009


Frank Piller

Thanks! Just repaired ...


hi frank, the link to the brandeis article seems to be broken. = RT

David Gardner

Great observations, Frank. Sometimes innovative ideas precede the marketplace desire and adoption of the idea. This is an excellent example of that. Process innovation can be as transformative as product innovation. Congratulations on your success being one of the most prominent leaders of this campaign.

Mike Salguero

What has struck me about the mass customization movement is that it seems to be focused on firms that allow the consumer to customize their own creation, which is left to the firm to manufacture or assemble.

In my humble opinion, this model will not work. The reason why is because the fundamental underpinning of mass customization is that the consumer wants choice. Why then should they be forced to go to one producer in particular? Shouldn't the consumer be able to choose exactly what they want and exactly who makes it?

It is not only the technology around customization that needs to get easier, it is the INFORMATION about the maker that needs to be more readily available for the consumer.

I run a website called CustomMade.com; we are the internet's largest marketplace for anything custom made of wood. While we do not yet have the technology for a woodworker and consumer to collaborate on something online, we have linked thousands of customers with hundreds of woodworkers who have their own customization process. We have found that it is information about a woodworker who can do a custom job that is missing, and at this point the technology for online collaboration is somewhat second priority.

People who buy custom are also buying the story of the person who made it. Therefore, it will not be the big businesses with their fancy technology who will come out on top of the mass customization craze; it will be the small guys, who can collectivize under the umbrella of a company such as CustomMade.com who need access to a global marketplace of consumers who are convinced that the value proposition for buying custom is there.

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