There's a new frame of reference for value creation that demands creativity, flexibility, and execution.
With web 2.0 tools and social software applications, retailers and marketers
To get ideas - engage the wisdom of crowds, in ways you've never imagined possible. You can see this idea in action on del.icio.us and technorati.com.
Kathy Sierra from creating passionate users blog remarks on "The wisdom of crowds" ..."the wisdom comes not from the consensus decision of the group, but from the aggregation of the ideas/thoughts/decisions of each individual in the group."