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by Bastian Unterberg, Peter Ryder, Shaun Abrahamson
Crowdstorm: The Future of Innovation, Ideas, and Problem Solving
Cover
Contents
Title
Copyright
Introduction
Chapter 1: First, Some Context
Abundant Talent Outside
Working with Crowds
Starbucks Betacup Challenge—New Sources of Sustainable Innovation
Triple Eight Helmet Design—Benefits for Smaller Firms, Too
Outcomes Beyond Ideas
GE Ecomagination Challenge—A New Path to Corporate Development
The Business Model Impact
Chapter 2: Intellectual Property, Confidentiality, and Brands
Outside Talent on the Edges
Outside Talent at the Core
The Fight over Intellectual Property
Your Brand Is Cocreated
Hiding in the Open
Ships and Castles—Accessing and Protecting Ideas
P&G—More Ships, Less Castle
Not Invented Here to Proudly Found Elsewhere
Participant Journey from Untrusted to Trusted
Sometimes You Don’t Need to Go Outside
From Confidentiality to Communication Strategy
More Intellectual Property Considerations
Don’t Leave Legal Too Late
Bringing It All Together
Chapter 3: Ask the Right Question
Do You Want a Sketch on a Napkin or a Startup
More Than Only One Outcome
Causing Conversation and Building Relationships
Learning from the Reactions to Ideas
Inspire, Don’t Instruct
Avoid Detail Deluge
Use Clear Evaluation Criteria
X Prize Tricorder Challenge—The Imagined Future
Storytelling and Possible Futures
Brief Take Away
Chapter 4: Fair Incentives to Motivate
Many Ways to Join In
Why Do We Participate?
The Power of Connection
Got GAME—Breaking Down Incentives
Motivating the Crowd Inside Your Organization
Delivering On Your Promises
DARPA—Masters of Outside Talent
Incentives for Supporting Roles
Quirky—Tracking and Rewarding Different Types of Contributions
Final Thoughts on Incentives
Chapter 5: Build the Coalition
Threadless + GAP
Sorting Out Who Does What
Media Partners
Expert Advisors
Financial Underwriters
Online Spaces and Communities
Production Partners
Coalition Roles for Each Phase
LifeEdited—Coalition for a Startup
GE Ecomagination—Financial and Technology Partners
Keeping the Coalition Happy
Chapter 6: Recruit the Best Participants
Finding the Person Who Will Find Your Problem Trivial
Recruiting for Supporting Roles
Where Are the Crowds?
The Participant Journey
Recruiting Tactics for Specific Crowds
CEMEX—Recruiting Employees
LEGO—Beyond Domain Knowledge
DARPA—Testing Recruiting Strategies
The Right Participants and Interactions
Chapter 7: Manage Communities to Facilitate Great Outcomes
Crowdstorming Community Patterns
Collaboration Patterns
Integration Patterns
From Crowds to Community
The Role of the Community Manager
Local Motors: From Collaboration to Integration
Eight Pillars of Crowdstorming Community Management
Community Management and Crowdstorm Patterns
Giffgaff: Community at the Core of the Business
To Recap
Chapter 8: Understand Participant Contributions
Why We Need to Understand Contributions
Assigning a Value to Feedback
Discover the Value of Contributions
Valuing and Rewarding Feedback
From Most Valuable Contributions to Most Valuable Participants
Learning from Changes in Contributions Over Time
Connecting Measured Value to Compensation
Quirky—Assigning Financial Value to Contributions
Monitoring with Social Feeds
Helping Participants to Help One Another
If You See Something, Say Something
From Monitoring to Deciding
Chapter 9: Reign in the Tyranny of Ideas
When Ideas Can Be Tested
Expert Evaluation
The End of HIPPOs?
How the Crowd Decides
Who Should Decide?
Popularity Contests and Peer Reviews
Feedback from the Customer
From Liking to Buying
The Case for Hybrids
Victorinox—Multiple Decision Tools
Combine Them if You Can
Chapter 10: Choose the Right Online Space
Spaces for Recruiting
Space for Consideration
Optimizing to Seal the Deal
Build or Join a Crowdstorm Space
Supporting the Search Pattern
Tools to Enable Collaboration Patterns
Spaces for Monitoring
Permissions to Participate
Spaces at the Core of the Enterprise
Spoiled for Choice
Chapter 11: Meta
Revisit Results
Make Room for Debate
Propose and Listen
Eat Your Own Dog Food
Beyond Half-Baked Ideas
The End is Just the Beginning
Acknowledgments
Index
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