New digital technologies, pervasive social media and countless apps have transformed the traditional B to C marketing templates. Now, businesses and consumers can increasingly co-create content, experiences and value. And often these collaborations yield persuasive results. But to achieve this brand leverage, businesses have to be willing to give up some control and also engage, creatively, with customers on a more personal level. Under what circumstances does it make sense for business to loosen brand control and what energy and investment is required of consumers to enable co-creation to make an impact? Similarly, what needs to be considered as we enter the world of co-decision making, in which customers have to allow apps to control selection and decisions?