A new business model is emerging that crosses all traditional boundaries between brands, agencies and media companies. The best are creating and running network platforms with a goal of reducing the friction in the system. Here’s what you need to set one up: Understand each participant’s energy sources, identify the core processes to support, develop design principles, create tool sets and establish the rules of interaction. The organizations that create the best platforms — even in the service of self-interest — will facilitate the most collaboration. And be rewarded in the financial markets.