thanks Sgt_Kickaxe, I love the idea. I did similar a few years back with an internet firm in Stockholm and you are right it worked wonders - literally all the employees in that company had a side business - often pulling in as much as their base salary. The knowledge and insights floating around in these companies is often priceless. Especially if you are exposed to a lot of customer situations - you get to see what works and what is an uphill battle not worth the time.
Do you think it's worth holding out for those more valuable insights which create disprportionate returns or are you a fan of just getting on with it getting something out on the road?
What type of knowledge do you recommend looking out for if I were in Google for example?