The Importance of Customization

"I don't believe in this word personalization. I think what people call personalization is basically like trying to drive a car by just looking in the rearview mirror," he says. "You can't see where you're going when you do personalization based on historical things that I've done." He adds: "Customism means providing the customer something that she thinks no one else can get" The key lesson here is customization is difficult true bespoke customization is difficult, but technology has advanced to the point where virtually any product and any experience can be sufficiently altered to provide the illusion of customization.