Usually we see consumers as passive buyers, reacting to advertising, and choosing from the available products in the market and we expect producers to make statistics of their sales in order to understand what people wants to buy.
Now, by using web tools, it would be quite easy to create communities of consumers that work together designing the products they would like to buy. These communities could for instance imagine possible new features to a HiFi set, or modify the design of a sport shoe. Then, these features and products could been voted by everyone, so the fittest could be potential new products that can be materialized by manufacturers interested in it. Consumers would obtain products more adapted to their needs and producers would have new products that are supported by many potential buyers. If a consumer is involved in the development of a product, surely he would like to buy it and promote it.
The idea is simple, yet powerful, since it opens a new communication channel between consumers and producers.