Do we really get it?  Is the idea to enlist the support and assistance of customers (the "groundswell") because  it’s the way to survive in the biz world to day?  Or is it because customer co-creation is the only way to really understand your user and get it (your product, your message, your media, your decisions) right?

Companies understanding of the role of the customer has come a long way…but we’ve still got a long way to go. 

Another thought – the Jericho Nuts campaign.  (Viewers sent nuts to the President of CBS to convince her to bring save that show).  This example wasn’t just fueled by consumer passion – it was fueled by consumer passion translated into something more powerful that letters.  The nuts helped visualize and dimensionalize their desire.  (AKA it helps to be PR savvy!)