Tyler Whitaker's Infotech

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Lego and Mass Customization

March 24th, 2006 · No Comments

Fast Company magazine has a great article on Lego’s new plan to use mass customization of their product to deliver more personalized product offering. Basically you download their Digital Designer product, draw up the plans for you creation, and it keeps track of the blocks you need. Then you can place an order to their Lego Factory division.

The spirit of this business shift is, what I believe, a critical step for businesses to succeed. This spirit is captured in this quote from the Fast Company article:

“Fundamentally, customers don’t want choice. They just want exactly what they want. Your job is to help them figure out what it is they want, because often they don’t know or can’t articulate it.”
 – B. Joseph Pine, the author of Mass Customization: The New Frontier in Business Competition (Harvard Business School Press, 1993)

Our challenge as technologists and business owners is to customize / personalize our product offerings in such a way that our customer can easily identify them as something they want. No amount of marketing fluff can overcome bad product management.

Tags: Business · General

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