How will Lego practice mass customization? To think about mass customization for Legos, consider: Who are the customer types for Lego? (Think retailers, B2B.) Who are the MVCs? The most growable customers (MGCs)? The below zeros (BZs)? (See Chapter 5.) What are customers buying when they buy Legos? (Its not toy building bricks.) If customers buy packages of Legos to resell, what else do they need? What is their expanded need set? What is the opportunity to lock customers into a Learning Relationship and build share of customer for Lego? Is there any opportunity, ever, at all, for Lego to build Learning Relationships with any end user? How and why? If customization is such a good idea, why dont we see more of it in the marketplace right this minute? Name half a dozen examples of mass customization or expanded needs sets in the enterprises where you do business. Imagine the 3-D photography tied to 3-D color printing that allows the creation of individualized tabletop sculptures of customers themselves, their children, and their pets. Although the product has immediate commercial promise, the real question is how a company as well as a customer could benefit from having this data stored about individuals. What are some ancillary applications?