Crowdsourcing usually isn't much more than an open call for new ideas, but some companies are going a step further by seeking to establish "co-creativity," Raphael Bemporad writes. That means building a real issue-focused community, and seeking engagement and honest discussion instead of simply a laundry-list of potential solutions. "Brands that embrace this mindset will experience deeper engagement, richer collaboration on innovation opportunities and the gratification of shared value creation," Bemporad writes.

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