Understand that fundamentally customers don’t want choice; they just want exactly what they want.
Shifting from producing variety to mass customizing to individuals offers precisely that.
Mass Customization (the book) is the underpinning of the 26-year collaboration between Jim Gilmore and me, while Mass Customization (the system, business model, and paradigm) is the DNA of the Experience Economy.
I discovered the concept of Mass Customization long ago as a strategic planner at IBM by reading Stan Davis’ amazing and prescient book Future Perfect.
Jim and I often joke that we should have named our firm “Frameworks ‘R’ Us,” for frameworks are at the core of everything we do
