I’ve always been interested in open innovation. If we are in the early days of collaboration in the agency world, I think that we should try to learn to work with others.
We all speak about UGC, social network, sharing and so forth but what do we do ourselves? We work with the Internet everyday and are immersed in a world of widely distributed knowledge and don't use much of these advantages.
We don’t spend much time innovating but have a lot of clients. We cannot afford to rely entirely on their own research, but should instead buy or license processes or inventions from other companies [that spend a lot of time experimenting but don’t have enough clients to take these innovations to market].
In Think Like a Venture Capitalist and Change the Marketing Model, Mark Kvamme said: “When it comes to the ways technology is changing the world, marketers would do well to think like venture capitalists: invest upfront in opportunities with potentially huge payouts and help new technology companies define novel ad models.”
I also wanted to share this presentation from Nokia about open innovation. I hope the case studies will get you excited about trying to open the way you work a little bit.
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