Collaborative online ideations are a novel approach to engage global crowds in idea generation and collaboration on the generated ideas. Inventors can post ideas and collaboration can happen through commenting, dot-rating the idea, following the idea or the inventor. We found in accordance with the theory of Nooteboom et al, that absorbative capacity of the organization is critical to absorb the innovation potential unleashed by the crowd. The crowd's innovation potential is significanly and positively correlated with its diversity - thus making diversity a key asset in social innovation. We witnessed fast adoption of online ideations in Novozymes and explain this by (1.) sufficient pre-existing abrsorbative capacity andf (2,) a company culture which has engagement and empowerement as key values.