The traditional business model is to protect a finished, monolithic product (an album, a movie, a software suite). The new model is to unbundle that product into its smallest useful parts and make them available for others to use. Digital bits are inherently liquid and want to be broken apart and reassembled. **Lesson:** Provide the building blocks. If you make movies, release individual scenes, sound effects, and character models. If you create software, offer modular components and APIs. By unbundling your assets, you provide the raw material for others to innovate with, placing your business at the center of their creativity. ## Audience as R&D The old model of creation was a one-way street from a small group of professionals to a passive audience. The remix culture flips this entirely. The audience is now a massive, distributed engine of creation, constantly experimenting and producing new forms. **Lesson:** Harness the creativity of your fans. Run remix contests, feature fan-made content, and build communities where users can share their creations. They will discover new uses for your product and new markets you never imagined, essentially functioning as a massive, free, and highly passionate R&D department.