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During the past 15 years, the World Wide Web has created remarkable new methods for harnessing the creativity of people in groups, and in the process has created powerful business models that are reshaping our economy. As the Web has undermined old media and software companies, it has demonstrated the enormous power of a new approach, often referred to as Web 2.0. In a nutshell: the secret to the success of bellwethers like Google, Amazon, eBay, Craigslist, Wikipedia, Facebook, and Twitter is that each of these sites, in its own way, has learned to harness the power of its users to add value to-no, more than that, to co-create-its offerings.