A tendência crescente

"The great opportunities in the consumer market will revolve around giving every individual exactly what he wants, when he wants it. It reflects the constant theme in unscaling: scaled-up, mass-market products have long made us conform to them, but unscaled products and services conform to us. They will seem like they are built just for each one of us—customization built with automation. Over the next decade we’ll see innovators transform one kind of product after another, moving them from mass markets to markets of one.
Here are some of the opportunities I see:
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“UNBUNDLING THE GIANTS: Consumer product companies from P&G to Nestlé to Samsung were built on the mass market. A hit product was one that appealed to the greatest number of people—one size fits most. But mass-market products are a compromise for most consumers. They’re not exactly what we might want, but it’s good enough and easily available. And that leaves an opening for small, new companies that can use technology to create products that hold great appeal for narrow slices of the consumer market—consumers who will feel like that product was created especially for them.
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OMNI-CHANNEL STORES: Through the history of civilization people have been drawn to markets. We like to shop. For many people it’s a social and entertainment experience as much as a search for a product. So no matter how much commerce moves online, it’s not likely that retail stores will disappear. But retail will certainly change. Successful retail stores will be part of a complete experience that connects online and offline shopping.
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LOCAL FARMING: Scaled-up farming has fed the world, but it’s also given us “fresh” tomatoes that taste like plastic. A host of technologies, from AI-controlled grow lamps to IoT sensors that can constantly measure nutrients in soil, are making it feasible to profitably grow food indoors near customers—the farming equivalent of distributed manufacturing."

Excerto de: Taneja, Hemant,Maney, Kevin. “Unscaled”. iBooks.