One perspective on the role of the consumer came from "The Dawn of the Human Network" reading. I read about how consumers can actually participate in the creation of the product as in the example of the Threadless t-shirt company. This company didn't just design t-shirts, they empowered the consumers to create designs themselves and provided an avenue for consumers to dictate and receive what they want.
Another powerful message I got from that article was about how the masses are capable of producing a better quality solution than just an individual. Several companies are crowdsourcing to solve relevant problems. It is very interesting what happens when credentials and experience fall to the wayside and the person who wants the job the most does the job and these connections get made through the internet.
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