This Element is an excerpt from From Concept to Consumer: How to Turn Ideas Into Money (9780137137473) by Phil Baker. Available in print and digital formats. When and why to outsource—and how to manage Asian outsourcing relationships to maximize profits and minimize risks. You no longer need to be Sony with your own design staff and factories to build world-class products. Where making sophisticated electronic consumer products once was the privileged domain of a few, now virtually anyone can play. The advantage is now to the swift and creative, not the big. But to get that advantage, you must go to Asia….