Brainstorm designs, methods of manufacture and supply chain organisation that will enable a high level of product customisation.
Consumers desire uniqueness in products.
The Bauhaus concept of the 'type form', or the idea that one product can suit everyone, is looking outdated in the face of our desire for increasingly unique products that stand out among their competition, and meet our individual needs. In an intensely competitive market place where not only the market is global but also the competition, it is increasingly important to create true product differentiation. In the case of the 'ozone toothbrush' shown here , the feature that differentiates it from other toothbrushes is a hole in the head that allows the brush to be cleaned more effectively. Some manufacturers, however, have been taking product differentiation a step further and customising products for the individual on a mass scale. Thackara calls this 'mass customisation' or 'mass production in lots of 1' and sees it as a logical response to the evolution of a mass society towards something more complex.