Collaboration: Making the Product Better

In chapter 7, Tapscott talks about how 7 out of 10 youths like to work with companies to make their products better. I actually think this is true, since I too feel this way about some companies. Companies are starting to connect to their consumers more to make their products better suited for them. Video game companies seem to have taken this into account, and have been having consumers beta test their games, before they put them on retail. One video game company that I know does this is Valve. They constantly making updates that fix bugs in their PC games, and adding more content to them. This is best example I can think of, for a collaboration between a company and consumers.