This video went up in the first month of 2007 and STILL the ideas espoused within it are rare. How can it be that what Richard Leadbeater calls Open Innovation and the idea that the consumer is no longer passive not have reached every manager in the country yet? The answer is because resorting to “push” marketing and sending products off to market without creating them with your user is easier. It is far easier to shove untested products on your users and use marketing and brand value to make them “want” it rather than collaborating with them in the first place to create something they need.
Leadbeater tells us that users desperately want to have a dialogue, and that comes out in surprising ways when stifled:
In this deceptively casual talk, Charles Leadbeater weaves a tight argument that innovation isn’t just for professionals anymore. Passionate amateurs, using new tools, are creating products and paradigms that companies can’t.
A researcher at the London think tank Demos, Charles Leadbeater was early to notice the rise of “amateur innovation” — great ideas from outside the traditional walls, from people who suddenly have the tools to collaborate, innovate and make their expertise known.
You can watch the video below and let us know your take in the comments below.