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I came across a story in the Wall Street Journal about an English football club (aka, soccer) that is planning to let an online community of “owners” to decide who plays and who sits. Welcome to the age of WikiBall.

Over 26,000 fans have each pledged $70 to become a part owner of the Ebbsfleet United football club. If the take over deal goes through the owner-fans will access to determine how the team will compete.

Imagine if brands had the courage to do the same. Would Ford allow customers to vote on future designs? Would AT&T invite customers to vote on the most desired handsets and features that to be offered? Done incorrectly, this could be mass anarchy. Done right, however, and it could result in mass sales and loyalty.