Google uses the collective intelligence of the entire web to present impressively accurate answers to questions typed into the Google search engine. Wikipedia is the world’s largest encyclopedia, offering high quality information with practically no centralized control. The clothing company Threadless allows people to submit t-shirt designs to a weekly contest, then produces a select few designs from those that are most highly rated by users. So this means that for businesses, collective intelligence can be used to (a) know consumer desires and (b) create products that satisfy these desires at little to no cost.