The Cambrian House crowdsourcing model
“When Unilever wanted ideas for a new TV advertising campaign to sell its Peperami snack food, it decided to try something unusual. It dropped its ad agency of 15 years and turned instead to a little known internet site called IdeaBounty.com, an online marketplace trading in creative ideas. Companies or individuals post topics and then sit back and wait for surfers to send in their best shots. After the closing date, the client selects the best idea and pays the winner.” – Read more here.
Crowdsourcing, although I’m still unsure whether I agree with some of its real-world applications, is a very interesting business model. Wikipedia is a perfect example of how the masses can create great things by putting their heads together. No one person, except maybe Stephen Fry, knows everything. But it’s true that we all know something. It makes sense then for everyone to put everything we as individuals know in to one big shared pile and as a result, create a mass of knowledge that everyone can share.
In terms of business we can see this working well for sites like Threadless.com, a hugely successful T-Shirt company who take on designs from the public, which are then scrutinised and voted upon by the public, and then purchased by the public. Ultimately, the collective decide what the company sells because it’s what the majority wants.
Spec Work, however, is different. This involves a company throwing out a brief to an undetermined amount of creatives and asking them to come up with their best efforts of answering it. Whether it be copy writing or logo design, the individual will create work specific to the brief and therefore useless to anyone but the client. If the work is used, the creative gets paid, and if not, the work is wasted and they get nothing. You would think that because of the huge amount of competition (often there are over 100 creatives working on a brief) it would mean the work produced would be of a very high standard. In reality, the creatives submitting the spec work are usually amateurs desperate for work (who really has enough time to work for free?) or they’re students who are ‘giving it a go’. As a result, the creative suffers, the company suffers and industry suffers.
There is a ten minute video of “Is Spec Work Evil – The Online Community Speaks” over at thelogofactory.com. The panel was moderated by Jeff Howe (from Wired magazine) and featured Samson, Jeffrey Kalmikoff of Threadless, veteran designer David Carson of David Carson Design and Jeremiah Owyang of Forrester Research.