Move Away From “Mass Customization”

What’s in a concept? Everything.

I recommend you move away from the concept “mass customization?” “Mass customization” is:

  • Not getting traction in board rooms
  • Seldom mentioned in the Wall Street Journal
  • An oxymoronic, confusing concept

I favor different language for the expression “mass customization:”

  • To order
  • Configure-price-quote
  • Configure-to-order
  • Engineer-to-order
  • Build-to-order
  • Make-to-order
  • Assemble-to-order
  • Customer-driven
  • Personalized products and services

These expressions mean something that “mass customization” can’t. Once the language is out of the way, you can shift your attention to solving the business challenges I discuss in my book: Mass Customization: An Enterprise-Wide Business Strategy.

Thought for the week:

El Niño’s atmospheric river of rain engaged again March 4, 2016, here in Northern California after an absence of nearly a month. I am so grateful! Significant additional rain is forthcoming later this week! California needs much more rain to resolve our drought.

What do you think? I welcome your comments! Dave Gardner

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