Garrick Schmitt is group VP-experience planning at Razorfish and the agency’s global lead for User Experience. He publishes FEED, Razorfish’s annual consumer experience report, and writes and edits the Razorfish Digital Design Blog. In his spare time he flails about on Twitter @gschmitt.
Much has been made of savvy marketers using “crowdsourcing” to connect their brands with customers, and plenty of pixels have been published on the success of crowdsourced programs like Dell’s IdeaStorm, Starbucks’ MyStarbucksIdea, The Netflix Prize and Lego’s invite-only community. But quite recently a much different discussion has emerged, as crowdsourcing is starting to change the very way we think about creativity, both online and off.