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It seems more and more companies are passing the source or design of their products to their consumers. Here are some more examples

Open Source Software. Where the term Open Source first originated .. in the software industry. .. where software is collaboratively developed, and given away!
Open Source Shoes Shoe designer John Fluevog invites people to submit shoe designs.
Lonely Planet’s, The Thorn Tree hosts 1000’s of travel tips, discussion notes.
Boeing’s world design team is involving consumers to help with the design of the 787.
Korea even has it’s own Open Source Newspaper where 80% of all the articles are written by about 26,000 community reporters. For most of them the incentive is just to be published, although they are paid about US$20 per article.

So what can you do to Pass the Sauce for your brand?