
"The pace of change and the evolving demands of customers are such that firms can no longer depend only on internal capabilities to meet external needs. Nor can they depend only on tightly coupled relationships with a handful of business partners to keep up with customer desires for speed, innovation, and control. Instead, firms must engage and cocreate in a dynamic fashion with everyone - partners, competitors, educators, government and most of all customers. To innovate and succeed, the new mass collaboration must become part of every leader's playbook and lexicon. Learning how to engage and cocreate with a shifting set of self-organised partners is becoming an essential skill, as important as budgeting, R&D and planning."
Tapscott and Williams Wikinomics (2007)