Penguin has a series of books with blank white covers. You can design your own covers. Express yourself. Turn one into a unique gift and so forth.

Some customers will enjoy this level of customisation and participation. So how can you adapt this to your business?

Many examples exist in the tangible products world – you can buy “draw on me” versions of mugs, mouse mats, t-shirts and fridge magnets. The interesting question is: how will this apply in the intangible services world?

Mobile phone plans offer this type of engagement. Customise a plan to suit your lifestyle. Look at all the options we have…

Can you think of any more examples?