Scott Cooper and my article "The New Principles of a Swarm Business" appeared today in the April 2007 Sloan Management Review. In this article we list principles of companies that have succeeded in creating and growing businesses by tapping into the power of swarms:
Principle 1: Gain Power by Giving it Away
Principle 2: Share with the Swarm
Principle 3: Concentrate on the Swarm, Not on Making Money

One of our favorite examples is largest Swiss retailer Migros. A few years ago Migros created a low-budget product line M-Budget, originally cannibalizing its own business, but eventually becoming a big success, even reaching cult (and cool) status among Swiss youth.