Companies are slowly catching on to the fact that none of their employees is as smart as all of their employees. And if you want to get really smart, try engaging your suppliers and customers in the product development and innovation process too. Even NASA has got into the act using amateurs to map craters on Mars, while Procter & Gamble has said that 50% of new products should come from outside the company. (See also personalisation and customer co-creation trends).