If you think The Long Tail and The World Is Flat explain the upheavals we are experiencing in marketing and communications, take a look at Wikinomics. It’s the most powerful argument for everything collaborative going on in our Web 2.0 world.
If you’re in a hurry, here’s a long but gripping video presentation on the wonders of mass collaboration, where Don Tapscott (one of the authors) explains what wikinomics is all about. He says things such as ‘by opening up the kimona, you can build trust’ and how ‘the industry that bought you the Beatles (the music industry) is reviled. He is talking, of course, about open-source marketing and the science of sharing.