I am ringing along with Jacqueline Fackeldey who wrote a comment on the cluetrain manifesto. In the manifesto one of the main points is that markets are conversations and you have to listen to them. That got my attention right away, because it covers 2 of my main principles when working with crossmedia. There are three:
1. Co-creation or User Generated Content (either in co-creation or singular)
2. Conversation
3. Listening
http://www.frankwatching.com/archive/2005/12/20/markets_are_conversations_so_a
Find the whole book (for free) at http://www.cluetrain.org/book/index.html