If your team is filled with people who work for the company, you'll soon be defeated by tribes of people who work for a cause. If you use your money to buy advertising to promote the average products you produce for average people, soon you'll run out of money. But if you use your money to make exceptional products and services, you won't need to spend it on advertising, because your customers will connect to one another and bring you more. The connection economy has changed how you get a job and what you do when you get to that job. It has changed how we make and listen to music, write and read books, and discover where to eat, what to eat, and whom to eat with. It has destroyed the mediocre middle of average products for average people who have few choices, and it has enabled the weird edges, where people who care find others who care and they all end up caring about something even more than they did before they met.

— The Icarus Deception How High Will You Fly by Seth Godin (Page 19)