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The crowd is feeling pretty good about itself these days. What with the sudden popularity of “crowdsourcing” and the arrival of new books about the wisdom of us, marketers may be tempted to just chuck all their high-priced talent and let the hoi polloi deliver the message. Certainly the ranks of freelance writers, designers, videographers and other media professionals are feeling the pain these days.
But before you outsource your creative process to the world, consider a passage from Advertising Age columnist Bob Garfield’s wonderful new book, “The Chaos Scenario.”