"The final destiny for the future of the company often seems to be the ‘virtual corporation’—the corporation as a small nexus with essential functions outsourced to subcontractors. But there is an alternative vision of an ultimate destination—the company that is only staffed by customers. No firm will ever reach that extreme, but the trajectory that leads in that direction is the right one, and any step taken to shift the balance toward relying on the relationships with customers will prove to be an advantage."