An argument against listening to your customers…
Sense Worldwide, a creative strategic consultancy, wrote a nice whitepaper back in September that I would recommend you grab called The Spirit of Co-Creation: Risk Managed Creativity For Business.
Some of you might wonder why anyone would participate in many of the activities discussed here or whether it is all sustainable given that they result in little to â€“ more commonly â€“ no money, should ponder what Clay Shirky has to say about what he calls Cognitive Surplus, a concept I just canâ€™t get enough of.
Crowdsourcing or collaboratively creating content of any kind becomes dicey very quickly and the odds of creating something greater than the sum of its parts are low. In fact, creating by committee generally leads to utter crap. (When was the last time you read and enjoyed a story written line by line by contributors?) But with collaborative sites and, in my view, a talented orchestrator, it might be possible to create something of quality or, at least, facilitate an interesting experience, regardless of the end product.