Co-render.com

Can’t decide whether the glass is half full, or half empty?  Then try a more conclusive test to see if you’re really an optimist, or a pessimist, particularly as it relates to your business pursuits, and brand identity.  Determine whether the following statement is a pleasant, or an unpleasant truth;

“no matter what kind of company you are, your customers are having a conversation about your products and practices.” (Marc Benioff, CEO of Salesforce.com)

No matter which camp you fall in, it’s definitely an absolute truth, one that Salesforce.com has harnessed via their “Ideas” platform.  (Making them realists, we suppose).  Dell and Starbucks have already begun co-rendering the insights of customers, as brand notoriety is no longer a guaranteed glass half full scenario.  In Dell’s case, it’s a box mostly empty.