How Understanding Customer Jobs turns Crowdsourcing into Smartsourcing

Sourced with compliments from:

Crowdsourcing is becoming a part of many companies’ innovation strategy. But crowdsourcing suffers from a number of problems that limit its effectiveness. By selecting ’emerging customers’ – who are better at spotting winning innovations – and helping them innovate around unmet customer needs, crowdsourcing can be turned into smartsourcing. Leading companies like Cisco already use smartsourcing to identify tomorrow’s winning innovations.


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