Whether a company is developing a new product or a new service, crowdsourcing can be used to add to the company’s creative process. By using the crowd or consumer for the idea process, it allows for new perspectives on product ideas, in addition to improving existing products. It can provide organizations access to new ideas and solutions, consumer engagement, opportunities for co-creation, and reduced costs. The Internet, more specifically social media has brought organizations closer to their consumers. They are building the foundation for innovative collaboration and creating value by partnering with consumers.
Lego is a company that continuously uses crowdsourcing for product ideas. Any person can submit an idea for a Lego product or new Lego sets and other consumers vote for the best idea. When the idea produces at least 10,000 votes, it will then be reviewed by a Lego Review Board and the most popular idea will be picked. Typically the product/Lego kits are limited editions and the creator receives 1% of the sales. By engaging users to participate in the design process, it helps build trust among the community and in return, they are appreciative of the creative outlet.
Crowdsourcing is a smart strategy for Lego because it provides the consumer a platform to share their creative ideas. Lego picks the best idea and provides compensation once product releases. Lego is going straight to the source, the customers who love the products and provides the necessary feedback to keep the brand relevant. By keeping the consumer engaged, the brand continues to keep its loyal customer base and continues to keep the products fresh and entertaining. Legos are no longer a product for children. Adults are reliving their childhoods with these unique and intricate products and kits. There are numerous Lego groups in which these enthusiasts display their products and share their love of creating masterpieces. Lego will continue to be successful as long as they continue to crowdsource.
Have you ever thought of creating a product? Have you ever been part of crowdsourcing before?
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