The simultaneous rise of social media and open source Maker culture is an unprecedented opportunity for businesses, brands and agencies. However, most of the magic is still found in the basement or the backyard. Figuring out how to capitalize on a culture that prides itself on independence can be a real challenge for brands. This talk explores the product and marketing opportunities being brewed in hackerspaces all over the world, how to bring the spirit of the backyard inventor into your business, and what role brands should play in the DIY revolution.