The second part of an excerpt explores more innovative ideas.

TRYVERTISING

"In a world of demanding consumers and humble companies, introducing yourself and your products by letting people experience and try them out first, is a civilised and effective way to show some respect" - is alive and well.?

-- WineSide offers sweet and classic wines in patented, flat-base glass tubes with screw tops carefully engineered to protect the flavour. The sweet wine, for example, is available in 6-centilitre tubes.

CARING IS THE NEW TAKING

--Motorola's Motopower project has brought 55 solar-powered kiosks to Uganda, which offer a free mobile-phone-charging facility to locals. The women who run the kiosks are equipped to sell handsets and SIM cards and provide repairs. For local people without phones, the kiosks effectively function as a local phone booth for making occasional calls as well.

INFINITE TRANSPARENCY

--Australian "Love That Place" is a social network designed to let users search, discuss, rate and register interest in property, whether it is for sale or not. Property owners begin by creating a page and uploading photos of their home. Admirers of a particular property can send a virtual "door-knock" to see if an owner would consider selling.

FEEDER BUSINESSES

"What do a drop-off shop for online auctions, a photographer specialising in flattering snaps for dating sites and tasty sandwiches sold at airport gates have in common? They are all part of an ongoing surge in Feeder Businesses; small, sometimes tiny, new businesses and services that feed (off) New Economy stars."

In Parts of Sweden calculated that out of IKEA's millions of customers, more than a few are willing to plunk down some cash to order ready-made additions to their flat-pack furniture. Parts of Sweden offers add-ons to six of IKEA's most popular product lines, from various doors for Expedit units to wine racks for Ivar shelving.

THE CONVENIENCE ECONOMY

--Canadian Island Abbey Foods has come out with a dried honey drop, equivalent to a teaspoon of the sticky stuff. The drops have a shelf life of one year and are available in two flavours: pure honey, or honey and lemon. It is a premium alternative to sugar cubes.

MECONOMY

--Celeb-4-A-Day provides star treatment to everyday people in Austin, Los Angeles and San Francisco, in the United States. Its basic A-List package includes four personal paparazzi to document the arrival of the "star" at an event; a high-gloss print of the subject on the cover of the company's "MyStar" celebrity-gossip magazine; and up to 30 minutes of what Celeb-4-A-Day calls the Personal Paparazzi Treatment - including asking questions, vying for coverage, shouting the star's name and other "privileges" real stars typically endure.