I began to daydream about different kinds of mash ups I could use. As I did so, I realized that there are lots of opportunities for businesses to create and expose the kinds of end-user consumable data services, monitoring services, marketing services, and event-triggered services that would enable customers to interact with their brands. To-date, most of the providers of services that are being consumed and built into mash ups are Web Services companies, like Yahoo!, Google and Amazon; or service providers whose Web Services have been in use for some time like FedEx and UPS; or publicly-funded organizations (NOAA, NASA, BBC) and others that feel that its part of their mission to make their information easy to consume. But what about the rest of you? Why aren't we all publishing consumable services? Many of us DO publish RSS subscriptions of information and blogs. That's the first step. The next step is to publish your APIs and to provide a couple of sample mash ups to give people ideas about what services you offer and how they could fit into their lives and work.