In emergency response, teams currently have difficulties communicating and coordinating their resources and actions. A new approach is needed that enables on-the-fly collaboration through transparency of information and self-organization. Design principles from augmented social cognition and Web 2.0 technologies could support this by building trust through shared situation awareness and enabling teams' actions to benefit themselves and others simultaneously. This may form self-organizing responses that are nearly as efficient as centralized command structures. Research is needed to develop tools like a wiki-based shared information system to test these principles.