what did google do? Use the community

Jeff Jarvis is so worth reading when he's on fire, and this post resonates with me a lot.

The link changes everything

The more your customers take ownership of your brand, the less you will spend annoying people with your ads. I can hear your agency: You can’t hand messaging over to the people; they’ll be off-message. Well, tell your agency their message may be off. Your customers have always owned your brand.

All we have to do is find ways to do the same thing with non tech products. Or do we already have the tools for this and just forgotten them? Remember when we had things we wanted rather than things the manufacturers told us we wanted?