Letting customer call the shots

"Every company claims it listens to feedback from customers. But some startups are turning their customers' ideas into the basis of their business... By definition, these companies are selling precisely what consumers want. "It's the open-source software concept applied to product marketing," says Georg von Krogh, a professor of management at Switzerland's University of St. Gallen." (Business 2.0: Letting the customer call the shots)