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The collaborative economy is valued at an estimated $26 billion. Despite its hippie underpinnings, sharing is big business. And as brands look for ways to enter this uncertain value chain, at least one truth is becoming self-evident: Your product is not a product; it is a means to deliver services to a new kind a consumer.
The advertising age had a good run, from the birth of mass media until the point it went social. Then consumers began to talk back online--in Amazon reviews, Yelp ratings, and Facebook posts--and the customer experience age was born. Today snarky comments are the least of marketers' worries, as we enter what the Altimeter Group calls "the collaborative era."...
Big challenges ahead for business in the collaborative economy.