Here Comes Everybody: The Power of Organizing Without Organizations

The problem of getting the promise right is unlike traditional marketing, because most marketing involves selling something that will be made for the listeners rather than by them. ("Buy Cheesy Poofs" is a different message from "Join us and let's invent Cheesy Poofs together").

* - sharing

No effort at creating group value can be successful without some form of governance. People are basically good, when they are in circumstances that reward goodness while restraining impulses to defect.

The downside of fame : being unable to reciprocate in the way our friends and colleagues would like us to.

Two things have to happen for someone to be famous:

Most professions exist because there is a scarce resource that requires ongoing management : librarians are responsible for organizing books on the shelves, newspaper execs are responsible for deciding what goes on the front page. The scarcity of the resource itself creates the need for a professional class.

People respond to incentives. If you give them more of a reason to do something, they will do more of it, and if you make it easier to do more of something they are already inclined to do, they will also do more of it.

Fame is simply an inbalance between inbound and outbound attention, more arrows pointing in than out.

(2) to be unable to reciprocate