Making it mine - an idea whose time has come?

This article discusses the 'prosumer' - the proactive consumer who wants to participate in product design - being made more achievable by technological developments.

Making it mine – an idea whose time has come?

Melanie HowardFuture Foundation

As enthusiasm grows among consumers for greater self-expression, organisations have to be more open to change.

In the innovation process good ideas themselves are not so very hard to come by. We find most of our clients can be readily stimulated into creative and free-flowing ideation sessions with the judicious application of a few well-chosen trends relevant to their market. Much more difficult is driving the business transformation required to deliver new consumer benefits by putting the ideas into practice.

The history of marketing is littered...

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