BBC Sounds, Music, Radio, podcasts.

Hello, welcome to the programme.

That old Henry Ford slogan, Any Colour as long as its black,

brilliantly articulated the philosophy of mass production.

And don't scorn it.

It brought us cheap consumption.

But capitalism has been in a struggle ever since

between cheap uniformity and more expensive choice and customization.

Cars are no longer all black.

Customers want to select their colour and are willing to pay for that privilege.

But individualisation is now going much further.

We're in the midst of a personalisation revolution.

Or actually, I should rephrase that into a question.

Are we in the midst of a personalisation revolution?

That's our topic today.

The premise is that as society becomes more affluent,

we're happy to pay for some self-expression in our purchases.

And also, technology is making it easier for companies to personalise products.

So let's investigate.

We have a pack studio, four guests, three of whom represent varied businesses that pursue personalisation in some form.

And let's meet them.

And first up is Darren Dizzy, chief executive of a new cell therapy company,

...