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Use configuration for reuse
The question was variability...
Manufacturers face a steady flow of ever-changing requirements... and with each change they have to develop anew.

How can they use the variability to enable reuse?
... but complexity was a problem
Products are also becoming ever more complex... which makes every change even more difficult
Configuration was the answer
Configuration means selecting a variant.

Configuration technology handles the complexity... and it helps to maximise the number of available variants selected.
Configuration technology is already available and quite mature!