Richard Curtis talking about crowd intelligence at Mumbrella 360 and sharing FutureBrand's belief that when you help create something, it means more to you.

1. ate
ack
ng:
2pt
ng:
ize
ng
ack Crowdsourcing
Smart thinking or plain dumb?
Mumbrella 360
5 June 2014

2. When you help
create something,
it means more
to you.
Mumbrella 360 | 5 June 2014 | © FutureBrand 2

3. 5 years ago…
Mumbrella 360 | 5 June 2014 | © FutureBrand 3
“Crowdsourcing
is a crappy way
to create a brand”

4. Crowdsourcing
is not unique
to logo design
Mumbrella 360 | 5 June 2014 | © FutureBrand 4

5. Crowdsourcing
is specific to
the human race
Mumbrella 360 | 5 June 2014 | © FutureBrand 5

6. Characteristics of human decision-making
Mumbrella 360 | 5 June 2014 | © FutureBrand 6
Limited
available
information
Minimal
foresight
into the future
Difficult to
compute
complicated
cost-benefit
equations
Good enough
is good enough
Let emotion
affect judgment

7. 1. Strong
2. Smart
3. Social
Mumbrella 360 | 5 June 2014 | © FutureBrand 7

8. Mumbrella 360 | 5 June 2014 | © FutureBrand 8

9. Mumbrella 360 | 5 June 2014 | © FutureBrand 9

10. Mumbrella 360 | 5 June 2014 | © FutureBrand 10
91%69%

11. Crowdsourcing logo design
is not intelligent design,
it’s merely accessible design.
Mumbrella 360 | 5 June 2014 | © FutureBrand 11

12. The real benefit of crowd
sourcing is crowd intelligence,
not crowd participation or access.
Mumbrella 360 | 5 June 2014 | © FutureBrand 12

13. Crowd intelligence in action
Mumbrella 360 | 5 June 2014 | © FutureBrand 13
PageRank capitalises on
the uniquely democratic
characteristic of the web
by using its vast link
structure as an
organisational tool.
“Should we give up
our jobs to make
these smoothies?
Yes or No.
Who was responsible
for the Challenger space
shuttle disaster? Rockwell,
Lockheed, Martin Marietta
or Morton Thiokol?

14. ng
ack
om
nly)
ed,
ng:
2pt
ng:
ize
ng
ack
ter
ack
ing
Characteristics of wise crowds
1. Diversity of opinion
2. Independence
3. Decentralisation
4. Aggregation
- James Surowiecki, ‘The Wisdom Of Crowds’
Mumbrella 360 | 5 June 2014 | © FutureBrand 14

15. The wisdom of crowds
Mumbrella 360 | 5 June 2014 | © FutureBrand 15
IdeaStorm + customers
SeeClickFix + communities
Innocentive + experts
PatientsLikeMe + patients

16. When you help
create something,
it means more
to you.
Mumbrella 360 | 5 June 2014 | © FutureBrand 16

17. The inner crowd
Mumbrella 360 | 5 June 2014 | © FutureBrand 17
American Airlines Public services organisation Financial services organisation

18. The inner crowd
Mumbrella 360 | 5 June 2014 | © FutureBrand 18
What was found
Appetite for change, and belief that change is an imperative – losing lustre
Optimism for the future, confidence in workforce
Described shift in brand, behaviours and personality, today and tomorrow

19. The connected crowd
Mumbrella 360 | 5 June 2014 | © FutureBrand 19

20. The connected crowd
Mumbrella 360 | 5 June 2014 | © FutureBrand 20

21. Crowdsourcing
is here to stay.
In fact, it never left.
Mumbrella 360 | 5 June 2014 | © FutureBrand 21

22. Crowdsourcing logos
is crowdsourcing at
its most basic and
unsophisticated.
We can be smarter
than that.
Mumbrella 360 | 5 June 2014 | © FutureBrand 22

23. Mumbrella 360 | 5 June 2014 | © FutureBrand 23
Problem
setting
Problem
solving

24. ng
ack
om
nly)
ed,
ng:
2pt
ng:
ize
ng
ack
ter
ack
ing
Crowd intelligence
Research
Understand and engage
customers and employees
Develop
Include customers and employees
in development and deployment
Engage
Connect brand with behaviours, processes
for knowledge sharing and rapid innovation
Manage
Manage and implement brands through shared tools
Mumbrella 360 | 5 June 2014 | © FutureBrand 24

25. ng
ack
om
nly)
ed,
ng:
2pt
ng:
ize
ter
ack
ing
Thank you
Richard Curtis
Chief Executive Officer
FutureBrand
rcurtis@futurebrand.com
@radarblur
Mumbrella 360 | 5 June 2014 | © FutureBrand