What are we up to?

James Cherkoff has defined what we are up to in calling for customer communities. Read his manifesto on changethis.com. Why do I call this "Customer Chaos?" James expresses it quite well:

YOUR CUSTOMERS ARE CLEVERER THAN YOU Open Source marketers understand that their customers are clever, cleverer than themselves and their agencies. So they try and tap into this intelligence to help grow their brands. By the way, this includes the obssessive customers who make a racket about every last product detail or development and constantly write in with leftfield ideas. They are probably the most valuable.