The document discusses strategies for creating new business models through open collaboration and decentralization. It advocates identifying customer needs digitally, engaging communities to help develop products, reducing risks through transparency and feedback, and reinventing value chains to lower costs and barriers. The key is democratizing the development process and allowing ideas and brands to spread virally through engaged customers and actors.

4. Dialogue One-to-one marketing Real-time Dynamic Collaborative Segmented Rich customer interaction Rich customer data

9. Almost no feedback loop. Higher risk of innovation and guessing market.

11. Capturing customer interaction creates tremendous value and reduces risk.

13. What does a virus have to do with marketing? Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions. How to sell a soap