From consumer to contributor, passive to active, spectator to player – the role people take in a has brand changed.

We-Think takes an educated look at how the internet has enabled a different form of economy, and therefore type of business and brand. How an economy of things (and owning them) has been added to by an economy of ideas (and sharing them). From mass production to mass innovation, We-Think looks at the growth of a post-industrial economy.

‘In the 20th century we were identified by what we owned; in the 21st century we will also be defined by how we share and what we give away.’ (Leadbetter, C. 2009)

Society is no longer based on mass consumption but on mass participation. New forms of collaboration – such as Wikipedia and YouTube – are paving the way for an age in which people want to be players, rather than mere spectators, in the production process. In the 1980s, Charles Leadbeater’s prescient book, In Search of Work, anticipated the growth of flexible employment. Now We-think explains how the rise of mass collaboration will affect us and the world in which we live.

Leadbetter, C. (2009) We-Think, London: Profile Books



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