Custom Nation: Why Customization Is the Future of Business and How to Profit from It

Anthony Flynn and Emily Flynn Vencat, with Dennis Flynn. BenBella (Perseus, dist.), $16.95 trade paper (224p) ISBN 978-1-937856-10-6
Flynn, 29, expects almost everything he reads and buys to be customized, from news to restaurant recommendations—and he’s determined to help readers join the Customized Revolution. His user-designed energy bars, YouBars, took off after the media discovered his product. Customization is now the name of the game in how we do business, and most Fortune 500 companies have integrated this approach into their marketing strategies. Writing with business journalist Flynn Vencat, Flynn includes an intriguing discussion of how American culture has moved from standardization to customization, beginning with Ford’s “any color as long as it’s black” cars to Burger King’s “Have It Your Way.” Using case studies such as Shutterfly and Gap, the authors discuss all the ways in which customization can delight customers, providing fun, satisfaction, and engagement. Flynn’s dream-big mentality—all the way to waste-prevention 3-D printers—and his practical info are solid and clearly presented. Whether readers are looking to add customization to an existing business or to keep their customized business growing, this is an excellent primer for those looking to cash in on an important area of growth. Agent: John Willig, Literary Services. (Nov.)
Reviewed on: 09/24/2012
Release date: 11/01/2012
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