We can’t all be right.
Ask 100 consumers what they want and you’ll get a lot of similar requests, ask 10,000 and their collective desires become more nebulous. That’s the essential problem with creative thinking and "co-creation" from the non-expert crowd. Of course you need an expert filter to get to the essence of their desires and if you don’t have one, you end up with a car that Homer built.
The pendulum is swinging well in the court of the consumer these days. It's not a fad, it's fact. When the tide turns again, organizations who embraced crowdsourcing principles will be ahead of the curve and at advantage on the next swing.
