1. Examples of Customization
Collaborative – Paris Miki
Adaptive – Lutron Electronics
Cosmetic - Planters Peanuts
Transparent – Chem Station

2. Four Approaches to Customization
Transparent
Change
Collaborative
Product
Adaptive
Cosmetic
No Change
Change
No Change
Representation

3. What Are Sacrifice Gaps?
Some markets are underserved or overserved by homogeneous products
Sacrifice gaps are penalties of mass production
Explore the entire value chain for sacrifice gaps
Find ways to fill sacrifice gaps
Where is the “mass” in mass customization?

4. How to Identify Sacrifice Gaps
Transparent
Boring or bothersome reordering routines
Collaborative
Complex trade-offs
Customer lacks expertise
Too many choices
Adaptive
Changes in context of product use
Cosmetic
Customers have different packaging requirements or preferences

5. Observations Technology as facilitator of customization digitized data
sensors for data tracking
algorithms for optimization
Customization can occur throughout the value chain, e.g., design, production, delivery, consumption or use
Role of sales is transformed, especially for collaborative customization