2.3.14
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This document discusses the rise of crowdsourcing and how it is changing innovation and problem solving. It argues that while many companies have experimented with crowdsourcing, treating it as a one-off initiative often leads to mixed results. To fully leverage crowdsourcing, companies need to develop structured, repeatable crowd processes similar to traditional brainstorming. The document provides examples of how to design an effective crowd process, including asking the right question, offering fair incentives, recruiting talent, and executing multiple rounds of feedback. It also presents a case study of how Jovoto developed an end-to-end crowd process using technology and a professional creative community.
2.3.14
- 1. The Future of Innovation, ideas and problem solving Shaun Abrahamson Peter Ryder Bastian Unterberg February 3, 2014
- 3. AGENDA โข Background and Context ๏ง What Have Crowds Been Doing โข Whatโs Next โข Why Process (And Technology) Is Important โข Case Study ๏ง Jovotoโs Processes, Platform and Community in Action
- 5. โRe-Imagination of Nearly Everything โ Powered by New Devices, Connectivity + UI + Beautyโ โMagnitude of upcoming change will be stunningโ โRe-Imagination of R&D โฆ Minted: 85K Designs Submitted, 4MM Monthly Visits Quirky: 87K Designs Submitted, 365K Registered Usersโ Mary Meeker, partner KPCB Crowds in the โRe-imaginationโ landscape Analysts See Crowdsourcing Trending Based on Connectivity
- 6. โโฆthanks to the merger of globalization and the IT revolution โฆ which is radically transforming how knowledge and information are generated, disseminated and collaborated on to create value โฆ the high wage, medium-skilled job is over.โ โTo be in the middle class you may need to consider not only high skilled jobs, but also more non-traditional forms of workโฆ a form of entrepreneurship. This could be leveraging your skills through Task Rabbit โฆ or your spare bedroom through AirBnB.โ (Quoting McKinsey Global Institute) Thomas Friedman, NY Times, Nov 10, 2013 2013 Crowds in the โRe-imaginationโ landscape Analysts See Changes In The Workforce Environment
- 7. โGiven that production could be carried on without any organization that is, firms at all, why and under what conditions should we expect firms to emerge?โ Ronald Coase, About 75 years ago WHERE HAVE CROWDS COME FROM Firms Before Crowds โ A Function of Transaction Costs
- 8. Experimentation, New Technology/Business Models and โฆ CROWDS ARE HERE BRIGHTIDEAS
- 9. Labor Capital Assets Influence Data Sharing, Commenting, Reviewing Open Innovation, Co-Creation, Micro Tasks Crowd Funding, Crowd Lending Collaborative Consumption Collective Intelligence, Analytics, Algorithms New Buzzwords Based on Lower Costs/Broadband/Markets PUTTING CROWDS IN CONTEXT
- 10. Source: Mary Meeker presentation at All things D. Disruption to existing business and โฆ Wikipedia Peer Production
- 11. COMPLIMENTING/CHANGING EXISTING MODELS - Increase Product Throughput โ Getting Ideas - Shift from Internal to External: 90-10, 50-50 - Speed to Innovation - Engaging Nimble Partners โ Finding Talent - Harness Corp. Assets, Reduce Time-to-Mkt. - Empower/Transform Internal Organization - Improve Return on Investment - Evaluating Ideas - A New Business Model Global Companies and Startups Using Crowds to Unlock Value
- 12. Many Organizations Try Crowdsourcing With Mixed Results BUT NOT EVERYONE IS SUCCESSFUL
- 13. Alex F. Osborn (the O in BBDO) โwhen it comes to thinking, letโs try to act as if we were two people โ at one time, a thinker upper, a producer of ideas; at another, a weigher of ideasโ About 65 years ago Lower Costs + Internet Scale +Brainstorming = Crowdstorming A SOLUTION: BRAINSTORMING TO CROWDSTORMING
- 14. NEXT STEP: SEEING CROWDSTORMING AS PROCESS Structured and Repeatable
- 16. ASK THE RIGHT QUESTION Asking a โVirtual Communityโ vs. Issuing a RFP
- 17. ASK THE RIGHT QUESTION Source: Business Model Canvas, Alexander Osterwalder, Yves Pigneur Outcome: What Should We Innovate + working with local governments on recycling + working with cup manufacturers on recycling cup materials + working with leading academic institutions to find new solutions + can we make it easier to reuse cups and reduce the need for recycling? + can we make it easier to recycle? + can we ask customers to help us to encourage behavior changes? + can we reward โgoodโ behavior? + can we efficiently generate awareness and ultimately participation? + can we find additional partners by looking to our customers? (designers, engineers, marketers, artists, analysts, etc) + can we build on the success of programs like My Starbuck Idea?
- 18. ASK THE RIGHT QUESTION Story and Inspiration: How ShouldWe Ask
- 20. Financial Reward Good, Money, Attention FAIR INCENTIVES Good: โEcoimagination helps our customers save billions of dollars and reduce their environmental impact.โ Attention: Media campaign, website, public announcement of winners Money: $500K in prize money; over $50M in investment Result: GE has brought over 100 products to market since launch in 2005
- 21. FAIR INCENTIVES Transparent and Delivering on Promises
- 22. FAIR INCENTIVES A Little Bit of Alchemy
- 23. RECRUITING TALENT/BUILDING COALITIONS Recruiting a Community is a Little Like Marketing a Product
- 24. Existing Platform/Community Celebrity Judges Media Partners (15M Media Impressions) Coalition Partners: Expertise and Media RECRUITING TALENT/BUILDING COALITIONS
- 25. Coalition Partners: Existing Crowd and Branded Market RECRUITING TALENT/BUILDING COALITIONS Existing Platform Market Partners
- 26. HOW YOU EXECUTE DoYou Want Ideas โฆ Feedback โฆ Evaluation โฆ Continuum of Community Relationships Patterns
- 27. CASE STUDY - JOVOTO
- 28. CROWDSTORM TECHNOLOGY & PROFESSIONAL CREATIVE COMMUNITY
- 29. CROWDSTORM TECHNOLOGY & PROFESSIONAL CREATIVE COMMUNITY
- 30. CROWDSTORM TECHNOLOGY & PROFESSIONAL CREATIVE COMMUNITY
- 31. CROWDSTORM TECHNOLOGY & PROFESSIONAL CREATIVE COMMUNITY
- 32. END-TO-END CROWDSTORM PROCESS Idea Creation, Feedback, Evaluation
- 33. SOCIAL CREATIVEPROCESS Challenge, Competition, Social,Transparent
- 34. FINDING THE PEARLS Multiple Evaluation Layers
- 35. PLANNING THE PROJECT SET-UP OPEN SOCIAL CONVERSATION Turning the challenge into a media event
- 36. PLANNING THE PROJECT SET-UP LIMIT PARTICIPATION To Support Legal Concerns: IP Management, Confidentiality
- 37. Best Case โ Victorinox Swiss Knifes Selection Process Involved Crowd, Experts and Fans TASK: Designs uniqueness โmore than a red pocket knifeโ that would evoke impulse purchases. SET-UP: Open, Social Challenge with multiple evaluation layers. RESULTS: 1300+ design concepts in thousands of versions Best selling design edition
- 38. The Future of Innovation, ideas and problem solving Shaun Abrahamson Peter Ryder Bastian Unterberg February 3, 2014
Editor's Notes
- #24: + Search components + Collaborate Components