Another good interview from Andrew at Mixergy. What is interesting here is how Andrew Mason, founder of Groupon, describes the idea of collective action and then applying that to commerce, what he calls social commerce. A good takeaway at that point is that the concept of collective action is far from exploited in the market place. Groupon exploits this concept in the commerce space but you could see that the idea has legs.

I like how Andrew Mason owns up to a mistake, around ~47min in, regarding a company they bought in Brazil that was creating discounts just to test the market without actually landing those deals. Good on him. Looks like they are going through some growing pains.