Keep your crowdsourcing to yourself.

Crowdsourcing seems to be all the rage in marketing circles.

As defined by the (crowdsourced) Wikipedia, crowdsourcing is (at least as of this morning) “a process that involves outsourcing tasks to a distributed group of people. This process can occur both online and offline.  Crowdsourcing is different from an ordinary outsourcing since it is a task or problem that is outsourced to an undefined public rather than a specific body.”

Don’t get me wrong. CrowdFUNDING via things like Kickstarter is one of the greatest things ever to come along. My quibble is when people use “crowdsourcing” to CHOOSE their marketing actions. You see, it might work for big brands (I’m looking at you, Pepsi) — but too often people use crowdsourcing (or research, or endless cycles of feedback) — and end up with something LESS interesting, LESS provocative, and frankly, LESS “delightful” that what could’ve been accomplished if people had the courage of their convictions.

The problem is, crowdsourcing regresses to the mean.

Crowdsourcing can be fine, IF…

You think Jay Leno is the peak of comedy (I’ll take Patton Oswalt.)

You want a Dell. (Give me an Apple.)

You prefer to drive a Ford. (I’ll take an Audi, or an Infiniti, or even a Dodge — give me some personality.)

And uh, I’m going to leave the coffee analogy out of this — for NOW.

The point I’m making is…if you work for a HUGE, LEADER company? Crowdsourcing may be right for you.

A fun, disruptive brand? Go the Artist Route. (HT to Seth Godin.)

Looking forward to more interesting marketing in the future.



By the way, I still need your help. If you haven’t sent me “a sentence,” PLEASE do so…I need all the input I can get from my readers.

Go here for a reminder of what i NEED from you.



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