The idea that customers can’t or shouldn’t participate much in the innovation process is one barrier to creativity that companies are rapidly knocking down. Many firms are rethinking their businesses, envisioning themselves less as providers of internally-created products and services, and more as platforms that allow customers to create their own experience and value. This new view and way of operating actually helps companies come closer to achieving the ideal of giving customers what they want, when, where and how they want it. Social media and the Internet, of course, are rapidly creating many of the tools to facilitate this. Let’s look at four key steps that organizations can take to move toward this ideal.