You’ve heard of open-source software in which "volunteer" programmers around the world collaborate on a piece of software code and release it to the community free. The "open source" model is also influencing other industries from bio-tech to marketing and product innovation. It’s sort of a "Wisdom of Crowds " approach to business.
Consider for a moment how most advertising or marketing campaigns get developed. A marketing decision-maker in a firm has a goal to increase revenue. Using all her best training, she (if she’s one of the better marketers…how many campaigns get launched without any research or feedback?) holds a few focus groups, interviews salespeople, and consults with market data to develop the message, the reach plan, the "offer", etc. She most likely works with an agency to build the creative and launch.
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