Nowadays every organization seems to be tempted by crowdsourcing, this idea of outsourcing part of your processes (creation, promotion, conception) to the public using new technologies. It is surely appealing, and has worked for all different kind of companies like P&G or La Fraise.
But two of the most innovative and successful companies of our time use a totally opposite approach, actually hiding their products from the public eyes as long as they can. I am of course talking about Apple (who is regularly suing anybody talking about products before their official launch) and Google (who rarely speaks about a product before releasing it).
This shows there are ways to survive and try to be smarter than the masses, as “non-web2” as this sentence might sound. Apple does it with common sense and design, Google by relying on workers who are usually the earliest of early adopters. As usual with these tech trends (2005: blogs, 2006: second life, 2007: communities, crowdsourcing) there is no automatic answer, each situation demands a different answer as disappointing as it sounds.