For years now you’ve heard advice from social media evangelists that is counter-intuitive to a traditional marketing approach. Don’t sell first. Relinquish control of your brand to your customers. Take your content to the customers instead of driving all activity to your own website. Build content around your customers, not your brand.

On Monday, we looked at an example of a business that relinquished control to empower their audience of enthusiasts. Today, we’ll look at an example of a business building content around their consumer’s need, not the company’s profits.