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Move Away From “Mass Customization”

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.

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What do you think? I welcome your comments! Dave Gardner
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Dave Gardner
Dave Gardner is a management consultant, speaker, blogger and author based in Silicon Valley. He's been in the front row for the birth and evolution of Silicon Valley, the innovation capital of the world. Since 1992, Dave Gardner has focused on making the complex simple. He can be reached through his website, www.DaveGardner.biz, or via phone at +1 408-475-7068.
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