Crowdsourced Intelligence
Crowds solve problems, gather data and co-create products when their members are diverse and independent; the same crowds herd and fail when they are not, and fan communities build canon a brand no longer controls.
An everyday example
Users mapping outages faster than the operator; a fan community defining what the product 'really' is.
What it can cost you
Trusting a crowd that is copying itself; ignoring the crowd that knows your product better than you do.
Warning signs
- Everyone in the crowd saw everyone else's answer.
- The community knows things we do not.
One thing to do
Use crowds where diversity and independence hold; aggregate before discussion; treat lead users and fan communities as partners, not free labour.
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