Boutin gives an example:
The first, Threadless, is a Chicago-based T-shirt maker whoseIn this example, contest winners receive prize money. Boutin points out, however, that customers are often not compensated for their co-creation efforts.
design process consists entirely of an online contest. Each week the company
receives hundreds of submissions from amateur and professional artists.
Threadless posts these to its Web site, where anyone who signs up may give each
shirt a score. The four to six highest-rated designs each week are put into
production, but only after enough customers have pre-ordered the design to
ensure it won't be a money-loser.