Artful Making: What Managers Need to Know About How Artists Work

made in tremendous variety and subtle variations. Structured

artfully, the making process can produce outcomes to suit dif-

ferent conditions, companies, and challenges.

Mass production developed out of the need to diffuse high

reconfiguration and exploration costs across a large number of

units. When those costs are not very high to begin with, we

don’t need to do this. Instead, we can claim larger margins

from individualized transactions, and we can engage in such

transactions again and again. We can move from a large

number of cheap and rapid repetitive transactions, to a

large number of cheap and rapid iterative transactions.

Instead of a large number ...