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100%Open
Huckletree Shoreditch
Alphabeta Building
18 Finsbury Square
London, EC2A 1AH
+44(0) 2038 895 560
100open.com
How Successful Crowdsourcing
Depends on asking ‘Interesting
Questions’. 

Crowdsourcing Week, Washington DC 26.10.18 
David Simoes-Brown
CEO
David@100open.com
100%Open helps the suits
meet the sneakers.
Open innovation defined.
100%Open.
“No matter who you are,
most of the smartest people
work for someone else.”
BILL JOY, SUN MICROSYSTEMS

The open innovation imperative.
100%Open.
The 100%Open Innovation Toolkit.
100%Open.
Our 30-piece toolkit covers the whole open
innovation journey.

It shows how to co-create or crowd-source relevant
ideas, prototype the best ones and construct strong
partnerships

And it’s 100% free to use!

100open.com/toolkit
8
"100%Open helped us explore the true potential
of open innovation and act our way into a new
way of thinking.”

Erik Hansen Senior Director, Innovation 

L E G O – I D E A S P L A T F O R M . 
 A T H I N K P R O J E C T 
Case study – THINK.
100%Open.
How can we double the fun of
the LEGO play experience?
Interesting Question.
100%Open.
“This is the best workshop I have ever attended –
not just online. Even face to face.”
Innovation Director, Unilever
U N I L E V E R - J A M S . 
 A J A M P R O J E C T 
Case study - JAM.
100%Open.
How can I wash my home,
myself, or my clothes with a
single cup of water?
Interesting Question.
100%Open.
"It is better to ask a question
that is deep and strange and
unexpected than having the
answer to everything."
WERNER HERZOG
The open innovation imperative.
100%Open.
Toolkit.
100%Open.
"It is better to ask a question that is deep and strange
and unexpected than having the answer to
everything."

WERNER HERZOG
4. DISCOVER NEW IDEAS
Interesting Questions
The Interesting Question tool gives us the principles and process
for creating crowdsourcing challenges that are based around
clear, compelling and communicable questions.
Toolkit.
100%Open.
F O R D – C I T Y M O B I L I T Y
C H A L L E N G E S . 
A C R O W D P R O J E C T 
A series of city based mobility competitions to
help reposition Ford as a mobility company
through combining an online community with
offline prototyping workshops and events.
Case study - CROWD.
100%Open.
How might we design commutes in Pittsburgh that
are seamless, welcoming, and intuitive?
How might we make daily journeys fresh, easy, and
adaptable to the needs of Miami-Dade residents?
How might we create a seamless transportation
system to improve quality of life for residents and
visitors of Grand Rapids?
Interesting Question.
100%Open.
U B S – F U T U R E O F 
F I N A N C E C H A L L E N G E . 
A C R O W D P R O J E C T 
"The project has been an outstanding success
raising awareness worldwide of UBS as an
innovation partner."

Oliver Bussmann, Group CIO UBS
Case study - CROWD.
100%Open.
How can we empower
investors to consider the CO2
impact of their investment
decisions?
Interesting Question.
100%Open.
R E D C R O S S – 
R E D I N N O V A T I O N . 
A C R O W D P R O J E C T 
We helped to re-invent innovation for the
International Committee of the Red Cross leading
to a major new collaboration with CERN and
recently winning an MRS Award.
Case study - CROWD.
100%Open.
How can Red Cross staff and
beneficiaries help victims of
conflict and disaster in
innovative ways?
Interesting Question.
100%Open.
Interesting Question.
100%Open.
1.  A Need Not a Want
2.  Crowd-motivating
3.  The Goldilocks Test
4.  Jargon-free
5.  Answerable
6.  Short (20 words or fewer)
7.  Road tested
Thank you!
Any interesting questions?
Interesting Question.
100%Open.
100%Open
Huckletree Shoreditch
Alphabeta Building
18 Finsbury Square
London, EC2A 1AH
+44(0) 2038 895 560
100open.com
How Successful Crowdsourcing
Depends on asking ‘Interesting
Questions’. 

Crowdsourcing Week, Washington DC 26.10.18 
David Simoes-Brown
CEO
David@100open.com

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100%Open How to Ask Interesting Questions

  • 1. 100%Open Huckletree Shoreditch Alphabeta Building 18 Finsbury Square London, EC2A 1AH +44(0) 2038 895 560 100open.com How Successful Crowdsourcing Depends on asking ‘Interesting Questions’. Crowdsourcing Week, Washington DC 26.10.18 David Simoes-Brown CEO David@100open.com
  • 2. 100%Open helps the suits meet the sneakers. Open innovation defined. 100%Open.
  • 3.
  • 4. “No matter who you are, most of the smartest people work for someone else.” BILL JOY, SUN MICROSYSTEMS The open innovation imperative. 100%Open.
  • 5. The 100%Open Innovation Toolkit. 100%Open. Our 30-piece toolkit covers the whole open innovation journey. It shows how to co-create or crowd-source relevant ideas, prototype the best ones and construct strong partnerships And it’s 100% free to use! 100open.com/toolkit
  • 6.
  • 7.
  • 8. 8 "100%Open helped us explore the true potential of open innovation and act our way into a new way of thinking.” Erik Hansen Senior Director, Innovation L E G O – I D E A S P L A T F O R M . A T H I N K P R O J E C T Case study – THINK. 100%Open.
  • 9. How can we double the fun of the LEGO play experience? Interesting Question. 100%Open.
  • 10. “This is the best workshop I have ever attended – not just online. Even face to face.” Innovation Director, Unilever U N I L E V E R - J A M S . A J A M P R O J E C T Case study - JAM. 100%Open.
  • 11. How can I wash my home, myself, or my clothes with a single cup of water? Interesting Question. 100%Open.
  • 12. "It is better to ask a question that is deep and strange and unexpected than having the answer to everything." WERNER HERZOG The open innovation imperative. 100%Open.
  • 13. Toolkit. 100%Open. "It is better to ask a question that is deep and strange and unexpected than having the answer to everything." WERNER HERZOG 4. DISCOVER NEW IDEAS Interesting Questions The Interesting Question tool gives us the principles and process for creating crowdsourcing challenges that are based around clear, compelling and communicable questions.
  • 15. F O R D – C I T Y M O B I L I T Y C H A L L E N G E S . A C R O W D P R O J E C T A series of city based mobility competitions to help reposition Ford as a mobility company through combining an online community with offline prototyping workshops and events. Case study - CROWD. 100%Open.
  • 16. How might we design commutes in Pittsburgh that are seamless, welcoming, and intuitive? How might we make daily journeys fresh, easy, and adaptable to the needs of Miami-Dade residents? How might we create a seamless transportation system to improve quality of life for residents and visitors of Grand Rapids? Interesting Question. 100%Open.
  • 17. U B S – F U T U R E O F F I N A N C E C H A L L E N G E . A C R O W D P R O J E C T "The project has been an outstanding success raising awareness worldwide of UBS as an innovation partner." Oliver Bussmann, Group CIO UBS Case study - CROWD. 100%Open.
  • 18. How can we empower investors to consider the CO2 impact of their investment decisions? Interesting Question. 100%Open.
  • 19. R E D C R O S S – R E D I N N O V A T I O N . A C R O W D P R O J E C T We helped to re-invent innovation for the International Committee of the Red Cross leading to a major new collaboration with CERN and recently winning an MRS Award. Case study - CROWD. 100%Open.
  • 20. How can Red Cross staff and beneficiaries help victims of conflict and disaster in innovative ways? Interesting Question. 100%Open.
  • 21. Interesting Question. 100%Open. 1.  A Need Not a Want 2.  Crowd-motivating 3.  The Goldilocks Test 4.  Jargon-free 5.  Answerable 6.  Short (20 words or fewer) 7.  Road tested
  • 22. Thank you! Any interesting questions? Interesting Question. 100%Open.
  • 23. 100%Open Huckletree Shoreditch Alphabeta Building 18 Finsbury Square London, EC2A 1AH +44(0) 2038 895 560 100open.com How Successful Crowdsourcing Depends on asking ‘Interesting Questions’. Crowdsourcing Week, Washington DC 26.10.18 David Simoes-Brown CEO David@100open.com