Mass Customization
This video from TED discusses how mass customization delivers experiences (rather than a commodity, good, or service) and how important it is for an experience to be authentic. This is a great video for any marketeer to watch. This approach applies to any type of product or service. It's critical to deliver something 'complete' that considers the consumers end-to-end experience. This includes the ordering, installation, configuration, use, and support of the product or service.
