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Geoff -- They have the perfect product for that!

Joe -- I'm still convinced that you are really a marketing person who does organization development work ;-) Observe behavior and take that into account for new developments.

The Nissan Xterra was created by looking at the surfing culture and seeing what those early adopters were doing to vehicles to make them fit their consumer use needs.

The same works for existing products, processes, etc. Look to the faithful, the daily user - what are they doing with your product or process that you didn't think of?

I am not talking line extensions for shelf space. I mean adding lime to cola, integrating a rubber interior on a vehicle for muddy people, adding 'single serve' portions of drink mix for those using water bottles, etc. Consumer/user-driven!

A true demonstration of the Wikinomics culture. Pretty cool.

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