Creating the Future Together 17 Not only do consumers give of themselves to create and develop brands but they then pay market prices to consume the products they have added value to. Most consumers do not seem to have reached this critical view themselves, although as the practice of co-creation becomes more wide- spread those who bring specific professional skills to a community may come to demand more in terms of monetary rewards and rights to intel- lectual property. Co-creation involves the organization There is a swirl of writing on subjects that connect with co-creation, such as crowd sourcing, user-generated content and open-design competitions. All of these areas involve people outside the boundaries of the organization but they do not always encompass empowerment and they do not always directly involve the company itself. The company in some of these cases is ei- ther not present or merely a frame to which people add unmediated content. For example, YouTube does allow large numbers of people to generate con- tent but there is no direct interaction between YouTube and the contributor. For co-creation to be realized there needs to be both `co-' and `creation'. It