It’s not about how much your product engages with the customer. It’s about how much your product allows your customer to engage with other people.
Reminded me of what James and I say in our Co-Creation Rules – in fact it prompted me to put this slightly rewritten thought there:
Marketing 1.0 treats customers as objects of communication: marketing is done to them. In co-creation everyone is a subject (in the grammatical sense) — an initiator of action a creator. Your brand, and your marketing, are the objects everyone gets to play with – if you’re lucky. Miss this point, and you may head the same way as the music industry…