With the rise of social media, traditional marketing was upended and transformed by realtime feedback from consumers. Products couldn’t hide from their defects, and stand-outs got their time in the spotlight. But another revolution is coming. Marketers are just one side of the business—product developers are the other. What will product development look like when it is exposed to the same feedback loop? When it must move from a static to a dynamic state? That’s the real future of the connected world.