Aggressively populate your organization with young people—-they inherently understand digital technology because they were raised on it, and they provide the best window on the needs of the next generation.
	Create an environment where employees and customers can work together to build the structures that will take the company forward.
	McDonald's (pp. 169-174) partnered with America Online (AOL) to develop an AOL Internet pilot. Based on this pilot, McDonald's shifted its focus from advertising to adults to entertaining children—-using stories, virtual tours, and games—-and then learning from these interactions. McDonald's has been able to use the input of children to develop marketing promotions and site upgrades, and uses the site not only to promote its stores, but its branded software games and stories as well.
	Rocket Science Games (pp. 160-161), a multi-media game company, has created a decentralized, informal working environment that has little bureaucracy, ad-hoc meetings, openness, and confrontation as routine aspects of the workspace. By creating such an environment, the company has been able to gather a talented, young (mostly under 40 years of age) workforce that has produced some of the most popular games on the market.