From the Editor: Open up to the crowd

Colin Grimshaw

In his Admap editorial, Colin Grimshaw introduces May's theme of collaborative marketing with reference to James Surowiecki's book, The Wisdom of Crowds.

From the Editor

Colin Grimshaw

OPEN UP TO THE CROWD

In his 2004 book The Wisdom of Crowds, James Surowiecki, a New Yorker business columnist, explored a deceptively simple idea: that large groups of people form better, more accurate assessments of a given situation than an individual person.

He went on to demonstrate that the conclusion formed by a collective of laypeople with no particular expertise in the subject matter was often more reliable than that of an expert. The implication for business is that a hierarchical organisation structured by specialisms is likely to produce less...

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