The model of production most established companies will be familiar with involves a series of basic steps. Beginning with market research – to identify gaps and test ideas – new products and services then move through phases that include research and development, creation and manufacture, and launch. The drivers are external and each element of the process is protected. However, this model is changing. Supported by enhanced access to information via the internet, low cost materials and tools, the development of online communities, and new technologies such as 3D printing, consumers can now play a much greater role in production. This article explores how, rather than seeing this as a threat to their bottom line, producers can benefit from this creativity and innovation.