The document provides advice for finding and accessing money in a changing world. It suggests flipping the value chain to place new products and services closer to citizens. It advises abandoning control of communications and realizing that advocacy is more powerful, and to provide facilities for people to communicate and listen. The document also recommends creating and co-creating remarkable experiences and services that people value, and providing ways for people to pay for valuable things. It outlines roles for agencies, networks, and manufacturers to create fanatic customer bases, host open and customizable platforms, and produce open and shareable products that follow rules of engagement.

13. Where is the Money?
Where is MY Money?
In the same place it always has been..
You’ve just gotta
work out how to get some of it

14. Take a long, hard look at your own business
in relation to the way the world is changing
Flip the value chain and try placing new
products or services as near to the citizen as
possible
Abandon control of communications and
realise that advocacy is more powerful than
you
Provide facilities & utilities for people to talk
with each other
And LISTEN

15. Create & Co-Create remarkable
experiences, products & services that
people value
Provide ways for people to pay for things
they find valuable

17. Agencies:
Become a platform administrator & trusted
advisor to brands
Manage the feedback loop & mine social
media intelligence
Only, without exception, act in accordance
with the Rules of Engagement

18. Networks:
Create armies of fanatics who adore your
services
Provide ways for people to buy/trade
products & services
Only, without exception, act in accordance
with the Rules of Engagement

19. Manufactures/Developers/Creators:
Create things that are
open, customisable, extensible & share-able
Host platforms that are
open, customisable, extensible & share-able
Only, without exception, act in accordance
with the Rules of Engagement