The fundamental message of marketing must change from "we want your money" to "we share your interests".

Enabling customers to collaborate with you - in creating, distributing, marketing, and supporting products - is what creates a premium in today's market.

We are getting closer to a consumer-controlled world, and every company that spends money on advertising will be forced to find a new way to do business.

It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention.

The internet is a great big race to free. Anyone who has built a business model with a price above free for something that can be free is in a tough strategic position. So how do you get to free first?

Today's "Web 2.0" method for growth is to forgo paying for marketing and instead create something so great that users distribute it.

We have shifted from an economy based on scarcity to one based on abundance. The control of products or distribution will no longer guarantee a premium and a profit.

Owning pipelines, people, products, or even intellectual property is no longer the key to success. Openness is.