Beyond Ethnography--Participation, Crowdsourcing, Identity, Customer-ization.

Bruce Nussbaum

The desire, demand and ability of people to co-create their own products and services is reshaping our business culture fast. If you're a manager still trying to figure out how to understand the behavior and needs of your customers, you may already be falling behind. It's your customers who now are figuring out your culture so they can configure what they want out of YOU.

The IDSA--The Industrial Designers Society of America--which just ran that great product design contest--is offering a great discussion with Nike on mass customization or whatever you want to call it. This is what they have to say in their designbytes weekly newsletter, which you should probably get.

You don't get many chances to talk with Nike's Ray Riley.

"Nike's Riley on the World of "Custom" Today: As consumers start to expect custom products and customizable experiences how should product design evolve to provide relevant executions that engage consumers' desires? Everything from design flexibility, one-off manufacturing, streamlined distribution and consumer interaction will need to be analyzed and revolutionized. We are approaching the era where the consumer truly decides what form, what features and what aesthetic their individual product will embody—not the designer, not the brand planners, not the marketing team and definitely not the focus group. The Microsoft/IDSA Designer Spotlight Series presents Ray Riley, IDSA, senior director of advanced innovation for Nike's Global Footwear Division, Wednesday, July 19, at 1:00 pm ET. This session will be an open ended exploration of the world of custom today, the possibilities for tomorrow and the rules that will need to be broken to get there. Space is limited; to register contact Donna at 703.707.6000! "