In Clay Shirky’s incredible book Here Comes Everybody we learn that our mobile world has changed how we can do great things.

If you recognize this as opportunity, you learn how people will happily organize themselves, without institutional management, to do great things.  Without institutional management is the key phrase here.

In other words, if everyone could help, and they are given a really good reason to want to help, they will help. What will their collective action create? Will it be great or just interesting? Will it change things, or just create attention that others can leverage?

This is an important question because, the answers to it will always lead you to an effective digital strategy, which will result in your creating great digital products.