We’ve come a long way since Henry Ford famously said his customers could have one of his Model T Ford’s painted ‘any color so long as it’s black’.
Products are becoming more and more customizable each year. Just a decade ago, a mobile phone did only what the manufacturer decided it should do. Then, Apple changed everything - to the point where, more than six million apps later, it would be astonishing to find two mobile phones with exactly the same set of capabilities.
But the ‘democratization’ of the market hasn’t stopped there. As well as offering consumers a great deal more choice, many companies are turning to customers to help design new products in the first place.