What happens when you brainstorm with 1000s of people? You can find great ideas (and plans, prototypes, partners and people). We call it crowdstorming. But organizing 1000s of people introduces some new challenges. We studied 100s of projects to understand what works. This deck is what we use in our workshops to introduce the main crowdstorming concepts. It is also the outline of our book, Crowdstorm. Enjoy Shaun, Pete and Bastian.

1. MAKE IT
SAFE
SAFER
TO FIND
GREAT
IDEAS
WITH
CROWDS
@SHAUNABE
HTTP://SLIDESHA.RE/XOYZCP

2. CROWDS CAN DELIVER GREATNESS
LIKE THIS

3. AND THIS

4. AND THIS

5. AND THIS

6. AND THIS

7. IT DOESN’T
HAVE
TO END
THIS WAY

8. HOW DO WE
MAKE IT
SAFE
SAFER
TO FIND
GREAT IDEAS
WITH
CROWDS?

9. SOME CONTEXT

10. WHY DO WE ORGANIZE
THE WAY THAT WE DO?
Ronald Coase
“Given that production could be
carried on without any organization
that is, firms at all, why and under
what conditions should we expect
firms to emerge?”
About 75 years ago

11. (MORE THAN) A DECADE OF DISRUPTIONS
CREATED BY ONLINE CROWDS
2001! 2003!
2005!
2000!
1995!
1991! 2000!
2004!
1996!
2001! 1999!

12. Labor
Influence
Capital
ONLINE CROWDS AS
Assets
Data
THE GATEWAY TO CRITICAL RESOURCES

13. TEAMING UP TO GET BETTER IDEAS
THE BIRTH OF BRAINSTORMING
Alex F. Osborn (the O in BBDO)
“when it comes to thinking, let’s
try to act as if we were two
people – at one time, a thinker
upper, a producer of ideas; at
another, a weigher of ideas”
About 65 years ago

14. BRAINSTORMING
+
LOW
TRANSACTION
COSTS
=
CROWDSTORMING

15. < You Are Here

16. ASK THE RIGHT
QUESTION

17. HOW CAN YOU IMPACT THE ORGANIZATION?
BUSINESS MODEL CANVAS CAN HELP
3
2
1
4

18. CLEAR CHALLENGES
CLEAR EVALUATION CRITERIA

19. A GREAT STORY
ABOUT THE FUTURE

20. MOTIVATE

21. TEN THOUSAND PEOPLE A YEAR
SEEK OUT FAME + FORTUNE

22. MORE THAN A JOB
EXPERIENCE + GOOD

23. CAN YOU DELIVER
ON YOUR PROMISES?

24. THE RIGHT MIX OF INCENTIVES
FOR YOUR CROWDSTORM PARTICIPANTS

25. BUILD THE
COALITION

26. WHO CAN HELP YOU
INCENTIVISE, RECRUIT, ORGANIZE, PRODUCE

27. RECRUIT THE BEST

28. THE PARTICIPANT JOURNEY
FROM AWARENESS TO ADVOCACY

29. 1st
2nd
3rd
5th
Balloons Found
10
9
8
8
Motivation
Money
x
x
x
Good
x
x
x
Meaning
x
x
x
x
Coalition
Team size
5
8
1
10
Network size
5,000
1,000
50,000*
80,000**
Existing network?
no
no
yes
yes
Source: DARPA network challenge report + team data

30. < Before we do this, lets talk patterns

31. CROWDSTORM
PATTERNS

32. FIND IDEAS
FIND + EVALUATE IDEAS

33. COMPLEX PRODUCT
SIMPLE CROWDSTORM PATTERN

34. SIMPLE PRODUCTS (OFTEN)
COMPLEX CROWDSTORM PATTERN

35. ENCOURAGE
PRODUCTIVE
BEHAVIORS

36. WHY DO WE ORGANIZE
THE WAY THAT WE DO?
Elinor Ostrom
“Complexity is not the same as
chaos”
About 3 years ago

37. TO EFFECTIVELY ORGANIZE, WE NEED
MONITORING,
SUPPORT, ADVOCACY,
VALUE EXCHANGE [OR FAIR INCENTIVES]
SANCTIONS,
COLLECTIVE CHOICE
MEMBERSHIP, NESTING
Source: Adapted from Elinor Ostrom’s collective action design principles

40. Source: Getsatisfaction.com

41. UNDERSTAND
CONTRIBUTIONS

42. MORE ACTIVITY OR
MORE VALUABLE ACTIVITY
Aaron Swartz
“…insiders account for the vast majority of
edits. But it’s the outsiders who provide
nearly all of the content.”
About 6 years ago
Commenting on his analysis of who creates Wikipedia.

43. FROM COUNTING ACTIONS
TO EVALUATING INFLUENCE
Sources: klout.com, quirky.com

44. MONITORING TOOLS TO
KEEP UP WITH MASSIVE TEAMS
Source: Wikipedia Foundation 2011 Summer Research

45. SELECT
THE BEST

46. EXPERTS HAVE DEMONSTRATED SUCCESS
HOW DO THEY SCALE?

47. LET THE CROWD HELP
TO FILTER THE MOST PROMISING

48. WHO SHOULD VOTE?

49. HOW TO ORGANIZE
A DECISION-MAKING PROCESS

50. HYBRID MODELS
CROWD FILTER + EXPERT SELECTORS

51. CHOOSE THE
RIGHT SPACE

52. SIMPLE SEARCH
COMPLEX COLLABORATION
! !
Monitor! Monitor!
Support! Support!
Advocacy!
Sanctions!
Collective Choice!
Value Exchange!
Membership!

53. Gotchas >

54. GOTCHAS

55. TRAPPED BY
THE CASTLE

56. FEAR OF
IP

57. JOURNEY TO TRUST

58. WE CAN REDUCE
BRAND RISKS, TOO

59. SAVE IDEAS FROM
NOT INVENTED
HERE

60. Almost done >

61. MAKE IT
SAFE
SAFER
TO FIND
GREAT
IDEAS
WITH
CROWDS
@SHAUNABE
HTTP://SLIDESHA.RE/XOYZCP