Economic webs are not alliances. There are often few financial ties among members of a web. An effective way of establishing standards and coordinating development is through evangelists. These are not salespeople, nor executives. Their job is simply to extend the web, to identify others with common interests and then assist in bringing them together. In the early days when Apple was a cocreator of the emerging PC web, it successfully employed evangelists to find third-party vendors to make plug-in boards, or to develop software for their machines. Go and do likewise.