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The New Human Resource

Tags: Human Resources, Procter & Gamble Co., O'Reilly Media Inc., Chipotle, Corporate Communications, Marketing, Jennifer Alsever, Crowdsourcing, Threadless, advertisement, BNET Feature

In the old days, waaaay back in the twentieth century, a clear line separated companies that produced products and services from the customers who bought them. Apart from one-way "customer feedback" and marketing research, the interactions between the two were generally sporadic and unfocused. Fast-forward to today. By taking advantage of technologies that dramatically reduce barriers to communication, savvy companies are "crowdsourcing"-collaborating with volunteer workers to solve problems better and at lower cost. Here are four excellent examples.

Procter & Gamble: Consumer products manufacturer

Crowdsourcing Task:
Research & Development
Procter & Gamble
During a 2002 Procter & Gamble brainstorming session, a company manager had a flash of inspiration: Why not print text or images on Pringles potato chips? Great idea, but there was a catch: no one at P&G knew how to do it. To find the expertise it needed, P&G tapped into RTC North, a network of European scientists, and found a small bakery in Bologna, Italy, run by a professor who had invented a technology that uses ink-jet techniques to print pictures on pastries. By licensing the technology, P&G was able to launch the new Pringles Prints chips in less than a year—and at a fraction of the cost of doing it in-house. Indeed, after decades of rarely looking outside its own walls for ways to improve brands like Pringles and Crest, P&G now taps the brainpower of scientists around the world by using crowdsource research networks like Innocentive.com and YourEncore.com. The result: 40 percent of the company's new innovations now come from outside P&G, up from 10 percent in 2000.

O'Reilly Media: Mid-size publisher

Crowdsourcing Task:
Sales reporting
O'Reilly Media
How do you know if your products receive adequate placement on store shelves? Executives at O'Reilly Media, a privately held company best known for publishing technical manuals, heard anecdotal stories that its books were difficult to find in big chain bookstores. Sending teams of market researchers from store to store would have been prohibitively expensive, so the company instead turned to an online user group devoted to its books. O'Reilly sent email to members of the group, soliciting volunteers to visit local booksellers and submit monthly reports of what titles were on the shelves. Some 500 people volunteered, and 75 of those happened to live near bookstores that were of particular interest to O'Reilly execs. For three months, the volunteers submitted spreadsheets to the company, along with anecdotal impressions of their experiences inside the stores. In return, O'Reilly gave the volunteers free books. "It answered our question: Are bookstore chains doing a decent job getting our books on the shelves?" says Sara Winge, O'Reilly spokeswoman. "Turns out, the stores were doing a pretty good job, but that was a very hard question to answer without having volunteers who were willing to actually go see for themselves."

Chipotle Mexican Grill: Nationwide restaurant chain

Crowdsourcing Task: Advertising
Chipotle Mexican Grill
Chipotle Mexican Grill never made a TV commercial until last fall, when it sponsored a contest that invited college students to produce their own ads for the Denver burrito chain. Chipotle provided some tag lines and graphics; the students did the rest. "We didn't want to give a lot of direction," says Chipotle advertising manager Ryan Murrin. "We wanted to see what they would come up with." Some of the videos were sophomoric, but others were refreshingly creative—one was a 1950s-style educational video that showed a burrito being launched on a homemade rocket. Thanks to MySpace and YouTube, the 60 contest videos netted 17.3 million views in just three weeks in November, and one of the ads, dubbed "Dady," single-handedly garnered more than 8 million views. The contest winners shared $50,000 in prize money, while Chipotle received millions of dollars worth of free advertising and publicity.

Threadless: Youth-oriented fashion manufacturer

Crowdsourcing Task:
Product design and selection
Threadless
Threadless founders Jacob DeHart and Jake Nickell built their $14 million T-shirt company around customer participation by allowing the company's online community to submit their own T-shirt graphics, vote on 1,000 different designs each week, and indicate whether they would buy shirts with those designs. Since starting their business in 2000, DeHart and Nickell have cultivated ties to online designers—a shrewd move that did much to nurture a passionate community of users. "Without them," says DeHart, "we wouldn't have this viral word of mouth." Fashion is seldom treated as a democratic industry, but the approach has paid off handsomely for Threadless. Every T-shirt that the company has put into production has sold out within six months, compared to the 80 percent failure rate common at many traditional T-shirt shops. "We can listen to our users and know exactly what they want," DeHart says.
 
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  • 1

    bhadra_arachchige@...

    02/08/07 | Report as spam

    Crowdsourcing

    It is inspiring to read about crowdsourcing. The examples given were excellent. Cheap solutions to presing problems can be gained through this process. But I think managers must be open and who has the enterprenurial sprit could only can do this.
    Bhadra Arachchige

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  • 2

    751490

    02/15/07 | Report as spam

    original?

    The generic idea behind the solutions to these examples are centuries old. Using dandy words like ?crowdsourcing? to describe what is basically a common sense approach to problem solving is worth as much as banana money!

    Re the Pringles potato chips: 40% increase in innovations means little if it does not result in higher sales or that it makes the chips taste better. No mention was made of this in the example. So what evidence actually exists that these solutions achieved anything at all other than to promote an old age thing.

    The second idea on sales reporting is not original. It?s been going on for years in Australia.

    The T-shirt company example is not an original idea. When I worked for the New Zealand Railways in 1975 this practice was actually quite common.

    Can a dinosaur teach new tricks?

    On the closely related subject of success there are three things that determine success:

    1. You must have an idea. Without an idea you won?t be going anywhere.
    2. You must have the skills or ability to realise the idea. If you don?t have the skills to realise an idea then the idea will die. University education is supposed to give us the sills and abilities for success.

    However, these two elements alone are not enough in themselves to ensure success. Only in very rare cases can one achieve success with only these two elements.

    There is one more requirement that makes or breaks all and that is:

    3. A door must be open. You can have the greatest ideas and all the skills and ?entrepreneurial spirit? in the world, but if a door is not opened you won?t be going anywhere.

    - There are those with great skills and ideas but doors are closed forever. Without water a plant will die quickly.

    - There are those who have no idea and no skills but doors are opened for them for various reasons. A lot of people achieve success this way and we know them well. Some call themselves ?entrepreneurial?.

    - There are also those who enjoy closing doors to those with ideas and skills.

    The world has worked this way for centuries and more so today.

    So it is to the people who open doors who are the true entrepreneurs and the best people.

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  • 3

    AfgM

    08/07/07 | Report as spam

    I could't agree more ...

    Namely I really liked your "- There are also those who enjoy closing doors to those with ideas and skills." Is it a matter of organizational sadism? Yes, very often it is!

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  • 4

    josephmartins

    02/12/08 | Report as spam

    y

    I suggest a few changes to your line of reasoning:

    1. You do not need a university education to acquire the skills and abilities. It is certainly nice, but it is not a must-have.

    2. Entrepreneurs make their own doors and open them, or look until they find an open door.

    3. Skills and abilities aren't going to get you very far without the means (i.e. the time and $) and motivation.

    I've watched many skilled and able people give up without giving their ideas sufficient time to take root and grow. Some for financial reasons, and others because they simply lacked the motivation and desire to continue.

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  • 5

    1041

    02/13/08 | Report as spam

    I agree, in part

    I agree with your first assertion that these ideas are somewhat repackaged (as are virtually all management ideas these days), although many businesses lose sight of the power of the customer, so I think these examples are worth understanding.
    The second half of your post sounds like a cynical personal philosophy that you want to extend to the rest of the world. Is this driven by your own bitter experience in business? Doors will eventually open to great ideas that are brought by skilled and persistent entrepreneurs. Of course many good ideas are rejected initially and repeatedly, but if an idea is truly great (and its time has come), it will find its way into the marketplace.

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  • 6

    avisoslp

    02/27/07 | Report as spam

    crowdsourcing via www

    Wow! I have been using it for the last 4 years without noticing it.

    Got new insights... congratulations

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  • 7

    Nandani

    03/08/07 | Report as spam

    Boeing

    What costing syetem did boeing use

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  • 8

    jorgerodriguez3@...

    02/12/08 | Report as spam

    RE: The New Human Resource

    we use www.employeesuggestionbox.com and its working good.

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