The last issue of INC magazine, consider by themselves The hand book of the american entrepreneur,display this very shocking article about a T Shirt web company called threadless who makes 30 millions in sales and 30% profit margins.

Basically, people generates ideas via design contest on its website and then users decided what to produce and then hopefully be sold in the website. As the article claims, the consumer is the company.

This is such an interesting model that says a lot about the future of doing business in America and the rest of the world. No advertising, no market research,no sales force, no retail distribution just consumer creating what they already need.

Its 6 pages article that describes some of the insights of this company and a meeting that took place in MIT about innovation where these two t shirt guys took all the attention.