Involving customer in value creation to fulfill individual requirements has been popular for several years under the domain of mass customization and personalization. Not all manufacturers adopted the concept succeeded in its execution process. It is possibly because the value generated by manufacturer does not meet the value demanded by customers. Discussed in this paper is the identification of several important additional values that can be generated by incorporating customers in product creation in order to help designers to have better understanding on current trend of personalization. New roles of the designers due to paradigm shift about customers from one market to market of one are also discussed to get some idea about future directions