“It’s up to you”

That’s what was written on Radiohead’s checkout screen when you went to purchase the album In Rainbows.

In 2007, during the height of music piracy, it was a radical idea to allow customers to pay whatever they wanted.

And while record sales were falling off a cliff, Radiohead survived because they understood this principle that many of us still fail to grasp:

When we feed the network, the network turns around and feeds us back.

Give instead of get.

Make instead of take.

Share instead of receive.

It’s difficult to lean back and hope that our true fans will be their to catch us. But that’s the world we have built going forward.