Crowdsourcing: Turning customers into creative directors

Extract . . .

Ning Li is Made.com's 28-year-old CEO, and we are at the company's London office, on the 11th floor of an unremarkable Notting Hill office block. Made.com is an online-only furniture retailer, so there's no danger that customers will drop by. The company is six months old and already approaching profitability, with revenue doubling month on month, despite relying on word of mouth rather than marketing.But this is a furniture business with no warehouse - and no inventory. Instead, products are "crowdsourced".

http://www.bbc.co.uk/news/business-11437839