10. v
Broadcast to mass
market with non-
specific message
Products made en
masse at producer’s
discretion
Uniform in person,
toll-free numbers
Physical only
(product use
and in-store)
PRODUCT
SERVICE
EXPERIENCE
COMMUNICATION
MASS
PRODUCTION
MASS MARKETS
HOW WE
CONSUME
HOW WE
MAKE STUFF
11. v
Broadcast to mass
market with non-
specific message
Products made en
masse at producer’s
discretion
Uniform in person,
toll-free numbers
Physical only
(product use
and in-store)
Narrowcast to large
consumer segments
with tailored message
Specific product
made for a segment
Easier, faster through
web sites, email
Physical and digital
separate channels
(web)
PRODUCT
SERVICE
EXPERIENCE
COMMUNICATION
LEAN
PRODUCTION
MARKET SEGMENTS
MASS
PRODUCTION
MASS MARKETS
HOW WE
CONSUME
HOW WE
MAKE STUFF
12. v
Broadcast to mass
market with non-
specific message
Products made en
masse at producer’s
discretion
Uniform in person,
toll-free numbers
Physical only
(product use
and in-store)
Narrowcast to large
consumer segments
with tailored message
Specific product
made for a segment
Easier, faster through
web sites, email
Physical and digital
separate channels
(web)
Narrowcast to small
consumer segments
with triggered message
Small-batch products,
and finite set of
customizable features
Tailored through CRM,
live chat and online
communities
Physical and digital
complementary
(social, apps, SMS)
PRODUCT
SERVICE
EXPERIENCE
COMMUNICATION
LEAN
PRODUCTION
CRAFT
PRODUCTION
MARKET NICHESMARKET SEGMENTS
MASS
PRODUCTION
MASS MARKETS
HOW WE
CONSUME
HOW WE
MAKE STUFF
13. v
Broadcast to mass
market with non-
specific message
Products made en
masse at producer’s
discretion
Uniform in person,
toll-free numbers
Physical only
(product use
and in-store)
Narrowcast to large
consumer segments
with tailored message
Specific product
made for a segment
Easier, faster through
web sites, email
Physical and digital
separate channels
(web)
Narrowcast to small
consumer segments
with triggered message
Small-batch products,
and finite set of
customizable features
Tailored through CRM,
live chat and online
communities
Physical and digital
complementary
(social, apps, SMS)
Integrated, closed-
loop content streams,
co-created and
distributed socially
Connected products
and spontaneous
build-to-order
manufacturing
Self-managed and
rewarded in real time,
use of predictive
analytics
Physical and digital
integrated (context-
aware devices,
mobility)
PRODUCT
SERVICE
EXPERIENCE
COMMUNICATION
LEAN
PRODUCTION CO-CREATION
MICRO NICHES
CRAFT
PRODUCTION
MARKET NICHESMARKET SEGMENTS
MASS
PRODUCTION
MASS MARKETS
HOW WE
CONSUME
HOW WE
MAKE STUFF
14. v
Broadcast to mass
market with non-
specific message
Products made en
masse at producer’s
discretion
Uniform in person,
toll-free numbers
Physical only
(product use
and in-store)
Narrowcast to large
consumer segments
with tailored message
Specific product
made for a segment
Easier, faster through
web sites, email
Physical and digital
separate channels
(web)
Narrowcast to small
consumer segments
with triggered message
Small-batch products,
and finite set of
customizable features
Tailored through CRM,
live chat and online
communities
Physical and digital
complementary
(social, apps, SMS)
Integrated, closed-
loop content streams,
co-created and
distributed socially
Connected products
and spontaneous
build-to-order
manufacturing
Self-managed and
rewarded in real time,
use of predictive
analytics
Physical and digital
integrated (context-
aware devices,
mobility)
Biodata-driven, content
via wearable tech,
implants, screens
& Internet of Things
GRIN technology-based,
adaptive production
Bot-based, predictive
optimization
Digital, physical,
neurophysiological
integrated
(AI, mind uploading)
PRODUCT
SERVICE
EXPERIENCE
COMMUNICATION
LEAN
PRODUCTION
SMART
PRODUCTION
MARKETS OF ONE
CO-CREATION
MICRO NICHES
CRAFT
PRODUCTION
MARKET NICHESMARKET SEGMENTS
MASS
PRODUCTION
MASS MARKETS
HOW WE
CONSUME
HOW WE
MAKE STUFF
15. v
Broadcast to mass
market with non-
specific message
Products made en
masse at producer’s
discretion
Uniform in person,
toll-free numbers
Physical only
(product use
and in-store)
Narrowcast to large
consumer segments
with tailored message
Specific product
made for a segment
Easier, faster through
web sites, email
Physical and digital
separate channels
(web)
Narrowcast to small
consumer segments
with triggered message
Small-batch products,
and finite set of
customizable features
Tailored through CRM,
live chat and online
communities
Physical and digital
complementary
(social, apps, SMS)
Integrated, closed-
loop content streams,
co-created and
distributed socially
Connected products
and spontaneous
build-to-order
manufacturing
Self-managed and
rewarded in real time,
use of predictive
analytics
Physical and digital
integrated (context-
aware devices,
mobility)
Biodata-driven, content
via wearable tech,
implants, screens
& Internet of Things
GRIN technology-based,
adaptive production
Bot-based, predictive
optimization
Digital, physical,
neurophysiological
integrated
(AI, mind uploading)
PRODUCT
SERVICE
EXPERIENCE
COMMUNICATION
LEAN
PRODUCTION
SMART
PRODUCTION
MARKETS OF ONE
CO-CREATION
MICRO NICHES
CRAFT
PRODUCTION
MARKET NICHESMARKET SEGMENTS
MASS
PRODUCTION
MASS MARKETS
HOW WE
CONSUME
HOW WE
MAKE STUFF CO-CREATION
MICRO NICHES
35. Smartphones now contain as many as
18 SPECIALIZED SENSORS
Proximity Sensor
GSM/CDMA Cellular
Wi-Fi
Three-Axis Gyro
Accelerometer
Digital Compass
Barometer
Altimeter
Thermometer
Rear Camera
Front Facing Camera
Ambient Light Sensor
Multi-Touch Display
Bluetooth 4.0
Assisted GPS
GLONASS
NFC
Dual-Sensor Microphone Array
36. WEAPON OF PERSONAL
EMPOWERMENT
Proximity Sensor
GSM/CDMA Cellular
Wi-Fi
Three-Axis Gyro
Accelerometer
Digital Compass
Barometer
Altimeter
Thermometer
Rear Camera
Front Facing Camera
Ambient Light Sensor
Multi-Touch Display
Bluetooth 4.0
Assisted GPS
GLONASS
NFC
Dual-Sensor Microphone Array
37. of ecommerce
traffic is mobile.
MOBILITY
Mobile media
consumption share
has tripled since
2009 – content
consumption up
across the board
3x
Mobile devices
outsold PCs in
2012 globally.
$ 20%