Lars introduced a conceptual model that outlines four main stages where crowds can be strategically involved: problem formulation, solution generation, solution selection, and solution funding. This model provides a comprehensive framework for understanding how and when to engage crowds, highlighting the advantages and disadvantages at each stage. One of the most intriguing aspects of our discussion was the novel idea of involving crowds at the back end of the innovation funnel. Lars elaborated on how firms are beginning to engage crowds not just in generating and selecting ideas but also in funding the realization of ideas that the firm itself might have rejected.
The chapter discusses a compelling example from Lego’s BrickLink Designer Program, where crowds are given the opportunity to fund the production of ideas that were initially rejected by Lego during their internal selection process. This approach opens up new possibilities for companies to leverage crowd engagement even after the traditional stages of crowdsourcing are complete, providing a pathway for potentially overlooked innovations to come to life. Lars emphasized the importance of further research into how crowds can be involved in funding innovative solutions, extending beyond the classic stages of crowdsourcing.
