Curation, Social Business and Beyond
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Curation, Social Business and Beyond
Covering the ongoing evolution of curation & beyond; the impact & innovation
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The Rise of Customer-Driven Innovation

The Rise of Customer-Driven Innovation | Curation, Social Business and Beyond |

Excellent article from Mashable on crowdsourcing and how it's changing business as we know it.


"Crowdsourced co-creation can shorten the time it takes to get new products to market and leverage an empowered consumer culture. Here are several factors to consider before investing in a co-creation initiative.

Julie Wittes Schlack is SVP of innovation and design at Communispace. You can follow her on Twitter @jwschlack or read her blog here.

Numerous studies demonstrate that 70-80% of all new products fail. Lack of relevance, lack of differentiation, inappropriate pricing and muddled messaging all factor into a brand’s struggle when launching a new product.

However, the ultimate judgment of new products falls to consumers, who, ironically, are often absent from the development process. That development stage stands the greatest chance of generating transformative new ideas early on, before the brand has made a significant investment.

Over the last decade, the Internet has enabled consumers to help brands drive front-end innovation and generate consumer participation in all stages of a product’s lifecycle. Many brands are investing in “customer co-creation” techniques to avoid late-stage product failures.

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In Social Media, Your Return Represents Your Investment Brian Solis

In Social Media, Your Return Represents Your Investment Brian Solis | Curation, Social Business and Beyond |
Brian Solis once again gives us a blueprint for success in this evolving landscape of social networking. Your success mirrors the time and investment you put into social participation. It's the consistency, quality and commitment you demonstrate through your work everyday.

Here's an excerpt from today's post:

The truth is that the customer gap existed prior to social media and successfully closing it takes more than basic conversational or content-driven strategies in Twitter, Facebook and other social networks. The path to engagement is strenuous, uncharted, and anything but easy. Everything begins with understanding the magnitude of the gap and what it is that people want, are missing or could benefit from in order to bring both ends toward the middle.

No matter how hard we try, we just can’t build a customer-centric organization if we do not know what it is people value. Social media are your keys to unlocking the 5I’s of engagement to develop more informed and meaningful programs:

1. Intelligence – Learn about needs, wants, values, challenges
2. Insight – Find the “aha’s” to identify gaps
3. Ideation – Inspire new ideas for engagement, communication, new products/services, change
4. Interaction – Engage…don’t just publish, bring your mission to life
5. Influence – Influence behavior and in the process, become an influencer
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