Example: Apple
Apple employees (about 35,000 total) coach users in new capabilities every day: on-line, by hot line, and in Apple Stores. Hardware is just an interface for these capabilities. Apples information backbone lets thousands of users and geek advisors access the latest features and propagate them.
Apple is not a small company, but it is now as exciting a consumer technology company as exists on the planet -- enough so that burn-out of employees on hot projects is a problem.
Steve Jobs is certainly a key driver, but the company pushes considerable responsibility downward, or projects would bottle up with Jobs. And it attracts new employees with an invitation to join with Apple in their "calling."