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Table 1.1 Typical Responses of Functional Silos Operating within Traditional Organizations

      Collaborating, Crowdsourcing, and Co-Creating

      Modern digital technologies don’t merely help us manage larger amounts of information more quickly – they enable us to interact with the information we handle. We are no longer passive customers of information – we sample it, we modify it, and we share the results of our improvised tinkering across the social networks that we help to create. Today, everyone is a publisher.

      In the past, developing and distributing content required significant upfront investments of capital. You needed lots of money to buy printing presses and television transmitters. And you needed even more money to hire people with the skills, talent, and experience necessary to create content that you could distribute profitably to a large audience. Publishing and broadcasting companies were run like factories – products were manufactured from component materials and then distributed through various channels to customers.