Supposedly we’re headed for an post-industrial economy where
companies compete on offering customers highly individualized products and
services. Online configurators, ultra-flexible assembly lines producing in
”batches of one”, or even 3D printed goods, custom-fitted or modified by the
user are ways of distinguishing your company in a market crowded with choice.
But actually.. we’re all carrying the same few types of
cell-phones in our pocket, all wearing the same sneakers, using the same shaver
or toothpaste, eating the same fast food, sipping Starbucks coffee and using
Google, Facebook and Youtube like everybody else. The global brands are larger
and reaching further into every part of the earth than ever. Each brand wants
to give you the feeling that you are special and what you are getting was made
just for you. You chose it yourself, but as it happens, you chose the same as
everyone else.
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