Have you ever heard of the company Threadless? They’re the classic case of applying key principals in my upcoming book: Relationship Economics (Wiley, 2008). When it comes to building business relationships, Threadless is the epitome of the intentional, strategic, and thus quantifiable value of social networks. Forget LinkedIn® for handshakes and introductions - this is Adaptive Innovation™ at work!
Threadless manages to solve business problems by consistently producing highly creative, profitable products month after month with no advertising, no professional designers, no sales force, and no retail distribution. They have been able to dramatically rethink and reposition their long-term relationship with their customers by blurring the line between producers and consumers.
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