This document discusses transforming museum users into collaborators. It outlines SMK's "SMK Open" initiative from 2016-2020 that took a radically open approach, involving users in all stages with almost no restrictions. It acknowledges barriers like losing control but provides solutions like moderation strategies. It presents a scale from traditional to integrated approaches and tasks attendees with listing collaboration ideas for their own institutions. The goal is creating a sense of "we" by turning customers into friends responsible for the institution and its community.