Nice insights on the trendwatching report Francois. They were kind enough to reference our own (new) company and we have had additional insights in what participation, and opening up areas of business, creates. While we will create a (luxury) consumer product at this point we are engaging consumers in the creation of the business (which will then create the product). Its quite extraordinary how much people like this. One of our paid up ‘members’ said

“I suspect that the value is somehow linked with a members overall involvement in the product. The “Product” is the whole experience, joining, expecting, waiting, blogging, bragging, contributing and achieving milestones through to completion. We are all looking forward to the day when we can enjoy the product (whisky) we have produced, but for me the participation and involvement as a member is exciting and has value. So, the sooner a person becomes a member the more they will benifit.”

New business’s actually have some advantages in this sphere that established business’s cannot exactly match. Useful as a new business must look for all the competitive advantages possible as it moves through the early years towards greater strength. For new “status skill” building companies the early start adds this; while older companies want to create brand communities, a new business can create a community that precedes the product. It’s fascinating stuff!