B. Joseph Pine is president of Strategic Horizons, a consulting firm based in Ridgefield, Connecticut; he is also author of 'Mass Customization: The New Frontier in Business Competition' (HBS Press, 1993) among other books. Don Peppers is president and Martha Rogers executive vice president of Marketing 1:1, a consulting firm in Stamford, Connecticut. Rogers is also a professor of telecommunications at Bowling Green State University in Bowling Green, Ohio. Peppers and Rogers are co-authors of 'The One to One Future: Building Relationships One Customer at a Time' (Currency/Doubleday, 1993).