As the great Doc Searls famously wrote in The Cluetrain, “markets are conversations”. So it stands to reason that products are, as well.
Products OF a dialogue.
Products ARE a dialogue.
How you talk to your customers affects how your products get made. Of course they do. Tony Hsieh of Zappos understands this very well. In molecular terms, his company is little more a call centre and a warehouse full of shoes. But it is the social interaction which makes the company rock.
The social dynamic.