Lots of companies (and personalities) are using social media as lukewarm promotional tools. Some are experimenting with “crowd sourcing” and other ways of interacting with customers. But all of the popular efforts are largely retroactive. That is, they are established companies trying to figure out how to engage their customer base. What happens if the company is started this way? My reasoning for starting a company live and on-line is twofold.
Technology has been a boon for industry in terms of driving down prices and increasing color choices, but I think that has really alienated us from the all of the goods we interact with on a daily basis. Milk comes from cartons and not cows right? However, technology has turned a corner and become so cheap and so sophisticated that the individual (as opposed to the corporation) can now take direct advantage of the benefits. I say "DIY company," because technology makes it possible for one person (in this case me) to have the resources of a an entire traditional organization.