Read from the mass-customization blog:

From the announcement of Wikinomics:

“Smart firms can harness collective capability and genius to spur innovation, growth, and success. … Wikinomics builds on this research elucidating a new age where thanks to the Web 2.0 masses of people can participate in the economy like never before—creating a TV news story, sequencing the human genome, remixing their favorite music, designing software, finding a cure for disease, editing a school text, inventing a new cosmetic, or even building a motorcycle.”

More info: http://www.wikinomics.com/