This document discusses how organizations can embrace open innovation and crowdsourcing to engage audiences. It provides examples of peer-to-peer financing, rapid prototyping through online tools, and curating experiences to tighten relationships with communities. The document advocates that organizations view fans as stakeholders and explore new production models to remain relevant in a digital world.

1. Some organizations are stuck. Others move quickly. In a
changing world, who's having more fun?
Seth Godin in Tribes
ambITion London| Lilian Bayliss Studio, Sadlers Wells
Rohan Gunatillake | MMM | July 16th 2009, a Thursday

2. I work for Mission Models Money

3. who I work to work for
used for
innovation
collaboration
relationships

4. I wrote an wrote an essay
for whom I essay for MMM
Mission 2.0: advice to the arts from the social web

5. I *could* talk to you about this
NESTA Connect: Collaborative Innovation Framework
SELETION
FILTER
EXPLORE NURTURE EXPLOIT
OBJECTIVES & CREATING VALUE:
IDENTIFYING A COMMON PURPOSE DEVELOPING NEW OPPORTUNITIES
MOTIVATION SOCIAL, COMMERCIAL, REPUTATIONAL
SELETION
FILTE
ESTABLISHED ROLES
DIFFERENCE CREATIVITY TENSIONS EMERGE
& RESPONSIBILITIES
R
CROSS CUTTING THEMES
SELETION
FILTE
RELATIONSHI SHARED RISK
ESTABLISHING TRUST SHARED LANGUAGE
PS & REWARD
R
SELETION
FILTE
INTERACTION FACILITATION BASED ON COALLESENCE: CLEAR LEADERSHIP &
S ROBUST UNCERTAINTY THE LAW OF TWO FEET MANAGEMENT
R
TECHNOLOGY PUSH TRUSTED AGENT FACILITATED ALLIANCE/JOINT VENTURE
DEMAND PULL: SPECIFIC BRIEF SUPPLIER EMPOWERMENT CREATIVE COMMONS
TOOLS &
SPEED DATING/BUSINESS CARD ROULETTE OPEN VENTURING LICENSE AGREEMENT/ CONSULTANCY 2.0
TECHNIQUES
UNCONFERENCE/ HOTHOUSING/X-CAMPS SKUNKWORKS/RAPID PROTOTYPING SPIN-IN OR OUT
HORIZON SCANNING/ NETWORK ANALYSIS PROOF OF CONCEPT KUDOS

6. are you sitting comfortably?

7. open innovation | user-led innovation

8. online narratives

9. peer-to-peer financing

10. rapid prototyping

11. tightening your tribe

12. open innovation | user-led innovation

13. The people with the best ideas don't work for you

14. crowdsourcing courtesy of web 2.0 tools

16. It's not hard to find your crowd nowadays

17. innovating with them is another matter

18. but the crowd will only take it for so long

20. Hello I'm Sackboy. I'm made of wool.
And I've just revolutionised video gaming.

21. Playability at all levels of engagement

22. Unprecedented customisation and communities

23. open innovation | user-led innovation
Which of your processes are suitable for opening?
How well do you know your audiences' appetites?

24. Online narratives

25. Inventive delivery methods from expected sources

26. Inventive delivery methods from unexpected sources

27. the magic of the live experience will never be replaced

29. but it will be augmented

30. and the newest of the new?

31. Some questions:
Are you happy with just being very good or
do you want to be interesting as well?
How well are you curating a 360°experience
of your work?
Are you in regular conversation with
cutting edge practitioners in arts & digital

32. peer to peer financing

33. P2P is no longer a dirty word

34. Disintermediation rules OK

35. Not a pinstripe suit in sight

36. Seeing the fan as a stakeholder

37. Production models with massive ambitions already exist

38. Web has also re-acquainted us with shared ownership

39. Some questions:
What are the opportunities for the audience as
investor?
How can the growing appetite for peer-voted,
democratic models be applied to your productions?

40. rapid prototyping

41. Models abound for web-based innovation processes

42. Some are ongoing initiatives

43. Others are standalone events

44. As much about the process as about the product

45. EnabledbyDesign.org

46. Government not afraid to get in the act either

47. Some questions:
What data do you have which can be explored?
There will be development talent interested in
working with you, can you find them?
Can you tap the creative talents of your staff in
new ways?

48. tightening your tribe
anyone producing works of art needs to acquire only
1,000 True Fans to make a living Kevin Kelly

49. don't be afraid of Google-time

50. We all need to find our Frank Eliason(s)

51. Some recommended reading

52. watch.usnowfilm.com

53. The opportunity
The future is already here. It's just unevenly
distributed
William Gibson
What are we waiting for?

54. Photo & video credits YouTube
WeCan08
usnowfilm
flickr
blog.jmc.bz
goliat_von_gestern
aleksiaaltonen
codepo8
Pigsaw
mikitusa
enabledbydesign
lenny&meriel
Other
evangrant.com
littlebigplanet.com
swarmofangels.com
myfootballclub.co.uk
slicethepie.com
lucasphone.com
wordle.net

55. A revolution doesn't happen when a society adopts new tools.
It happens when society adopts new behaviours
Clay Shirky
rohan.gunatillake@googlemail.com | Mission Models Money
twitter: @rohan_london