The document discusses how successful crowdsourcing depends on asking "interesting questions". It provides examples of interesting questions used by companies like LEGO, Unilever, Ford, and the Red Cross for crowdsourcing projects. It also lists 7 principles for creating interesting questions, such as making them need-based rather than want-based, crowd-motivating, jargon-free, and short. The document emphasizes that interesting questions are key to engaging crowds and unlocking their potential for open innovation.