After more than a decade of flirting with mass personalization, we’ve learned it can be a double-edged sword: it’s so tempting to customize everything that options can spiral out of control, leaving you with products that are an expensive, complicated mess. Getting it right means striking the right balance between flexibility and control, and learning which variables offer the greatest return on investment.

How to Personalize Products Customers Actually Want – fastcompany.com

 Co-written with Tucker Fort, Partner at Smart Design