Open structures offer excellent conditions in which to create new value through open collaboration between global individuals. Don Tapscott calls this macro-wikinomics. He is referring to Wikipedia, the well-known digital encyclopedia that is authored by lots of different people. People like you and me, members of the crowd as new, global, non-state networks offer to create powerful, new solutions for cooperation, problem solving, and governance.
You can also use traditional experts to solve problems, collectively, like on the website Innocentive. Here, scientists are paid to utilize their knowledge. During the day, engineers will tackle problems with their bosses at Shell, Philips, and DSM; in the evening, they work for themselves, and share their knowledge freely.
You can let customers help you create something. Virtual Worlds, for example, offers its users a virtual infrastructure to create buildings and other objects. This is how the consumer becomes the producing consumer – a prosumer.