Wikinomics: How Mass Collaboration Changes Everything

What happens if we turn the old model inside out and have the audience/customers in charge? They would be Toffler’s prosumers—consumers who were producers. As innovation expert Larry Keeley once observed: “No one is as smart as everyone.”

While the industrial era was about making a lot of stuff and convincing enough buyers to consume it, the Social Era is about the power of communities, of collaboration and co-creation.