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December 16, 2010


Joe Pine

Thanks for the report, Frank! But say NO to "Personalization"!! In the normal consumer's mind (mine too) that term already has a grounded meaning: an otherwise standard offering with something simple done at the end of the process for me -- like monogrammed towels, T-shirts with my image or text on it -- which I call "cosmetic customization".

I think the greater term -- the *largest* term -- should be "Individualization". That encompasses all aspects of Mass Customization, Craft Production, Personalization, Digital Production, Rapid Manufacturing, 3D Printing, Co-Creation, and anything else you can think of. It means the final offering is done on-demand, made personal to the individual customer in some way, by whatever means.

I think it also is the word that stands over all of my work and writing.

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