Crowdsourcing

As a follow up to my earlier posts on the changing face of advertising, I believe the phenomena of group creativity is finally coming of age. See Wikipedia . While the big brains on Madison Avenue will certainly disagree, I think there is going to be enormous power in the concept of having the target audience a company is trying to reach, actually help that company market to them. And, with the wide variety of collaboration tools that started with Documentum's erooms, this is now a level playing field for everyone. As Thomas Friedman says, if you have an idea and don't take advantage of it someone else will - be they in Shanghai or San Francisco. So, watch out for more of this emerging trend.