Using

Social Product Developmentfor

Mass Collaboration

WHYmake it socomplicated?

Work inside versus outside the organization

Suppliers as part of the organization is not new

Inviting everyone into the organization is new

How many of us work for Google?

How we made Amazon $2.7 billion in 2008

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How do 35 people work with

50,000,000 users each month

BUTthat’s allsoftware

Threadless is 10 years old in 2010

Quirky asks you to share ideas in return for a share of revenues

Local Motors asks their community to design & build cars

HOWdoes this

work?

People like their doughnuts round

Questions/Needs

Specification

Concept Generation

Concept Selection(Viability/Feasibility)

PrototypingManufacturing/Development

Beta Testing

Feedback

Launch!

Support

Can they learn to love lumpy donuts?

Questions/Needs

Specification

Concept Generation

Concept Selection(Viability/Feasibility)

PrototypingManufacturing/Development

Beta Testing

Feedback

Launch!

Support

A more efficient product development process?

3 WAYSthis will

#fail

#fail 1: Crowds can’t decide

Decide how to decide

#fail 2: Intellectual property challenges

A range of approaches are emerging

Classic IP

GNU Public LicensesCreative Commons

ScaffoldingContent

API’sTools

Apple iTunesGoogle Maps API

NIKE iD

LinuxMozillaWordpressCraigslist

P&GInnocentiv

eUnilever

# fail 3: Why will people show up?

Give people what they want

Money

Meaning“Egoboo”

Social Time

betacupprogress to date

Mass CollaborationCurrently raising the prize

Mass Collaborationthebetacup.com @thebetacup