Smart brands such as Chipotle, Zazzle, Nike, and Pandora are ditching the outdated 20th century model of a one-size-fits-all approach to providing products and services. From a Netflix movie night to a marriage courtesy of eHarmony, customization is changing every corner of American life and business.
The New York Times bestseller Custom Nation is a practical how-to guide by someone who has built his business on the power of customization. YouBar founder Anthony Flynn and business journalist Emily Flynn Vencat explain how marketers, brand managers, and entrepreneurs across all industries can reinvigorate their businesses and increase profits.
In Custom Nation, learn:
Why customization is key to today’s businesses and what does and doesn’t work
How to incorporate customization in new and established businesses to make your products stand out and sell
What strategies work for the most successful and profitable custom brands
Drawing on firsthand interviews with the CEOs and founders of dozens of companies specializing in customization, Custom Nation reveals how customization can make any business stand apart and generate market share, increase profit margins, and develop customer loyalty.
|Publisher:||BenBella Books, Inc.|
|Product dimensions:||5.66(w) x 8.02(h) x 0.72(d)|
About the Author
Anthony Flynn. After graduating from the University of Southern California with a business degree in 2006, Flynn founded YouBar, the world’s first customized nutrition bar company, with his mother, Ava Bise. Since then, Flynn has grown YouBar to seven-digit annual sales and employs 30 people in an 8,000-square-foot facility in downtown Los Angeles. Flynn frequently gives television, radio, newspaper, and magazine interviews about YouBar and food customization. He has appeared on Fox, ABC, the Cooking Channel, and NBC, among dozens of other television stations. He has also given interviews for The New York Times, Women’s Health, DailyCandy, the Today show, E! News, the Nutrition Business Journal, Good Morning America, and National Public Radio’s Marketplace. In addition to this, Flynn gives lectures on how customization is changing the food industry, and he consults to companies launching customized food products. Among his numerous talks, he has been a guest speaker at USC, UC Berkeley, and UCLA.
Emily Flynn Vencat. After graduating from Barnard College, Columbia University with a degree in English Literature, Vencat moved to London in 2002, where she began her journalism career at Newsweek. Vencat worked as a London-based Newsweek correspondent for five years, where she covered major economic trends, including the international housing market, the global luxury trade, and the effects of global warming and the green movement on big business. After taking over as Newsweek’s London-based business writer in 2006, Vencat wrote more than 100 articles in two years, including five cover stories. Later, as a business writer on staff at The Associated Press, Vencat wrote blow-by-blow coverage of the 2008 global economic meltdown, with her articles being picked up by newspapers around the world, including the International Herald Tribune and USA Today. Vencat has interviewed some of the biggest names in the business world, including Virgin boss Richard Branson, Anglo American CEO Cynthia Carroll, Celtel founder Mo Ibrahim, Body Shop founder Anita Roddick, and The Carlyle Group founding partner David Rubenstein.
Dennis Flynn (Lead Researcher). In 2008, at the age of just 20, Dennis took over as YouBar’s marketing, advertising and social media guru. Dennis’ work helped catapult the company from a small five-person team the year he joined to a booming business with over 30 employees just two years later. While running YouBar’s marketing and advertising department, Dennis also completed his undergraduate degree in economics from the University of Southern California in 2010. Dennis currently lives in Los Angeles, and is the Director of Marketing and Social Media at YouBar.
Most Helpful Customer Reviews
Custom Nation focuses on the main four heavy hitters in customization currently in the US: Vista Print, Shutter Fly, Zazzle and Café Press. Flynn interviewed each CEO and got a look at how each of these companies has been successful with incorporating customization into their business model. What's exciting about Custom Nation however is that it also discusses many other companies (that I had never even heard about) who are incorporating customization into their business models as well, just on smaller scales. For instance, you can get customized children's books, customized jewelry, customized handbags, customized cereal, etc. This book has really opened my eyes and since the Holidays are just around the corner I plan on trying out many of these companies for Holiday gifts this year! *Since I enjoyed the book so much I may even buy extra copies to give out to some of my friends!
I have always had a fascination by custom products as I am constantly modifying mass produced items so I can have it my way. This book did a terrific job at outlining the trend taking place in society at large - the movement from a one-size-fits-all to a different-size-for-each. Emily & Anthony articulately prove that customization isn't just a profitable trend on which to capitalize, but that it's crucial to a business survival. The layout of this book made it an easy, interesting, and inspiring read. I never found myself re-reading any section due to confusing grammar, style or structure (something I often struggle with from Business writers). I picked up the book on Wednesday and was done by the weekend. Even though Anthony is the owner of YouBars, I never once felt as though he was trying to sell his product or force me to subscribe to some marketing scheme (unlike Rich Dad Poor Dad, Natural Cures, Aftershock, etc). In fact, the only time he really mentions YouBars is to share personal experiences that support advice, insight or recommendations. It was purely informative and thoroughly eye-opening. Section 2, "Be the Next Great Customizer", was particularly helpful to me as it concisely breaks down the steps to becoming successful in customization and reassures that there is still plenty of potential growth in this industry. It was also interesting to learn how customized companies don't see each other as competition - mass production companies is the main competitor as they still dominate the 90% of market share. This book will not slowly die on my bookshelf. It will be a tool I will regularly reference to transform my customization idea into reality. Thanks to the Flynns for sharing all their insights.