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Don't launch a product or service before you're ready

Have a strategy and a contingency plan in place first. "Web 2.0 is more instantaneous in terms of success or failure," says Jean-Jerome Baudry, founder of Cybernomics, a Toronto company that advises companies on green IT technology. "If it affects your brand - especially with a new company, a new app or a new service - and your first impression comes across as sloppy, you can put yourself out of business."

Don't Astroturf

(and no flogging, either)

This is not the fake green stuff. Astroturfing is public relations dressed up as independent opinion - that is, pseudo marketing reports or faux grassroots feedback about a product or service that has actually been generated by an individual, business or organization. It's easy to detect who's behind such bumph using tracking tools like Whois or Google Analytics. "If somebody figures you're doing that, they'll immediately dismiss you from the Web 2.0 forum and your traffic will die," Mr. Binns says.

The Great Asymmetry is rooted in
webs, in tightly interlinked entities, in self-reinforcing feedback, in
coevolution, and in the many loops of increasing returns that fill an
ecosystem. Because every new species in life cocreates a niche for yet
other new species to occupy, because every additional organism presents
a chance for other organisms to live upon it, the cumulative total
multiplies up faster than the inputs add up; thus the perennial one-way
surplus of opportunities.

We call the Great Asymmetry in human affairs "the
economy." It too is packed with networks of webs that multiply
outputs faster than inputs. Therefore, on average, it fills up faster
than it leaks.