Change This - Open Source marketing

James Cherkoff over at Collaborate has done a great Change this manifesto on open source marketing. I love change this and try to read as many of their PDF's as possible as they always offer a refreshing insight. I think James has a good insight on open source but has tempered his piece a little to make it more commercially viable which is not a bad thing. The only way that this sort of approach will be adopted by the mainstream is in small bite sized chunks. I believe that it is one of the futures of marketing, it works well as a word of mouth strategy. Imagine the day that a company "briefs" anybody who is interested on their new campaign! gives them the brand tools to do it and lets them get on with it. I think that paying for spots that are used is great but a large amount of people doing this would probably be happy just to see their work aired! Lets not stop at print and TV advertising, why not events, stunts even sales promotion offers? good work James.