Oh, how the Internet changes everything. The simple idea of happy customers spreading your brand via word of mouth has morphed into people creating entirely new, wildly innovative websites to promote your goods in ways you would have never thought of. Case in point: BrowseGoods.com — a Google Maps-style interface for browsing — and buying — Amazon.com products.



Sites like BrowseGoods.com are possible because companies like Amazon have invested time and effort in developing programming APIs that enable anyone with a bit of time and skill to create new ways of finding and interacting with your product offerings. New, programming-free tools like Yahoo Pipes are trying to make the process even easier. So, are you thinking about opening up your site via an API?

Well, ponder this. Worldwide, there are over one billion people who use the Internet. Let's assume that just one percent of those folks are fans of your brand. Next, let's assume that just one percent of those people have the skills needed to build a website. Finally, let's figure one percent of those people have really killer ideas for a new way to sell your stuff online.

That's 1,000 online marketers with the ideas, skills, and passion to pitch your product in exciting, innovative ways. Now, how many of them are on your payroll? Two? Three? So, should they spend the next six months building two or three really cool marketing sites, or the foundation for 1,000?