07. Make Everyone a C-We-O

Up to this point in the book, we have deluged you with successful examples of crowdsourcing at work—communities of individuals cheerfully performing virtually every business function, from product design to finance. This chapter is different because we have arrived at the activity that cuts across all functions: management. Here our central question is: Can a community successfully determine the direction of a company, making strategic decisions about what products or services to pursue and how to create, market, and distribute them?

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The answer, to date, has been no—and not for lack of trying. Perhaps the most thorough ...

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