Author: Craig Schieber

Differentiation to Mass Customization: Same Goal, Different Eras

March 4, 2018 by

If there is one example that best exemplifies the paradigm shift from industrial to information eras, it is the example used by Todd Rose in The End of Average (Rose, 2016). In this book, he outlines the shortcomings of the concept of average. He talks about how the US Air Force had to make a major mental shift in how they thought about designing jet cockpits. Jet cockpits were initially designed to fit the average sized pilot. Sadly, through a series of events, they found that none of 4,000 pilots shared all ten physical body traits of their “average” pilot. In fact, only a small percentage had three measurements in common with their model of average. The Air Force was designing cockpits for non-existent pilots. In response, the Air Force now builds cockpits that are adjustable to varying degrees, so that you might say they are designing to the edges rather than the average. Pilots of great size variation can now fly jets. (more…)

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