Innovate for Customization

The industrial era came replete with efficiency. Henry Ford would give you a car in any color as long as it was black!  Even today, our automobile choices are limited to “packages” of options.  We so often think in terms of our own efficiency that our customers, while perhaps satisfied, fail to be ecstatic about our products and services.

Enter customization market trends. The music industry learned its lesson the hard way — Napster and then iPods!  People no longer want to be forced to buy a whole CD of songs; they want to be able to download just the ones they really like! Nike has a web-based application that lets you design your own one-of-a-kind shoe!  The US Postal Service allows you to have stamps printed with your own photo!  Individuality is back!  Instead of “keeping up with the Jones”, people now want things that make them feel catered to and special.

As we move toward technology domination in every aspect of our lives, people will demand more and more personalization of their products and services.    

How much flexibility could you build into your processes? How personal could you make your products or services?  How innovative can you be?