That’s what Jeff Jarvis’s new book aims to answer - not just for tech companies, but in many other industries.
In the above video he gives quick examples of this, such as crowd-sourcing automotive design and restaurant menus.
I have to say, those have to be the most un-compelling, and frankly, ill-advised ways to look at your business that he could have stated.
There’s a widely used axiom (source unknown), that goes like this…
If you asked a group of Porsche owners what they wanted they’d tell you things like, “smoother ride, more trunk space, more leg room”
They just designed a Volvo.
While crowd-sourcing can provide critical input, it’s not the formula for brand differentiation.
It’s also not universally loved within Google.
Former Google employee and Lead Designer, Doug Bowman explained his departure from Google on his blog...
“Yes, it’s true that a team at Google couldn’t decide between two blues, so they’re testing 41 shades between each blue to see which one performs better. I had a recent debate over whether a border should be 3, 4 or 5 pixels wide, and was asked to prove my case. I can’t operate in an environment like that. I’ve grown tired of debating such minuscule design decisions. There are more exciting design problems in this world to tackle.”
Putting aside Doug’s interests here, it’s clear that Google has removed the human element, the emotion, out of the design process. Now, maybe this works for a company like Google that creates things for the masses, but there are many many businesses that don’t. And even some that do, such as Apple, wouldn’t be who they are if they democratized their product creation.
For certain companies, and for specific applications, crowd-sourcing can be a powerful tool. It’s working for Google. But that doesn’t mean that it’s the new paradigm, period.
I typically don’t slam a book before I read it. And I’m sure that there’s more to glean from Google than democratized design. But between this video and the Amazon user reviews, I’m having second thoughts about picking this one up.