Best kept secrets from the world's best companies: Business 2.0

I saw a link to this on the Tom Peters site. This Business 2.0 article highlights how some companies have innovative ways of influencing "change" or "proper behaviour". I just love the Mozilla example. Mozilla gets their customers to suggest marketing ideas on the SpreadFirefox.com website. The most popular of these idease are in turn is taken up by volunteers who execute these ideas. The guy who came up with this idea is Asa Dotzler, a Mozilla staffer. (Disclaimer: I use Firefox on my Windows desktop and Safari on my Apple PowerBook.. haha) Seth Godin has some similar ideas on using your most rabid fans to go out and spread the word about you. He's written this new ebook Flipping the Funnel that you could download for free. Check it out. I, for my part, need to figure out how to get my customers to go out and spread the word.