1. 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? (It's 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? 1. 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? (It's 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