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Beyond Ethnography--Participation, Crowdsourcing, Identity, Customer-ization.

Posted by: Bruce Nussbaum on July 17, 2006

The desire, demand and ability of people to co-create their own products and services is reshaping our business culture fast. If you’re a manager still trying to figure out how to understand the behavior and needs of your customers, you may already be falling behind. It’s your customers who now are figuring out your culture so they can configure what they want out of YOU.

The IDSA—The Industrial Designers Society of America—which just ran that great product design contest—is offering a great discussion with Nike on mass customization or whatever you want to call it. This is what they have to say in their designbytes weekly newsletter, which you should probably get.

You don’t get many chances to talk with Nike’s Ray Riley.

“Nike’s Riley on the World of “Custom” Today: As consumers start to expect custom products and customizable experiences how should product design evolve to provide relevant executions that engage consumers’ desires? Everything from design flexibility, one-off manufacturing, streamlined distribution and consumer interaction will need to be analyzed and revolutionized. We are approaching the era where the consumer truly decides what form, what features and what aesthetic their individual product will embody—not the designer, not the brand planners, not the marketing team and definitely not the focus group. The Microsoft/IDSA Designer Spotlight Series presents Ray Riley, IDSA, senior director of advanced innovation for Nike’s Global Footwear Division, Wednesday, July 19, at 1:00 pm ET. This session will be an open ended exploration of the world of custom today, the possibilities for tomorrow and the rules that will need to be broken to get there. Space is limited; to register contact Donna at 703.707.6000! “



Want to stop talking about innovation and learn how to make it work for you? Bruce Nussbaum takes you deep into the latest thinking about innovation and design with daily scoops, provocative perspectives and case studies. Nussbaum is at the center of a global conversation on the growing discipline of innovation and the deepening field of design thinking. Read him to discover what social networking works—and what doesn’t. Discover where service innovation is going and how experience design is shaping up. Learn which schools are graduating the most creative talent and which consulting firms are the hottest. And get his take on what the smartest companies are doing in the U.S., Asia and Europe, far ahead of the pack.

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