Collaborative Innovation

Businesses are starting to build on the tremendous new opportunities to collaborate and totally change the way we innovate.


Most innovation will be created in collaborations outside of businesses, not within.

We will achieve this by being enabled, encouraged, and directed to find new ideas in the wider world, with like-minded people.

Our ability to generate new ideas for products and services will come from multiple, atomised sources, sharing, then enhancing shared expertise.


Successful examples to date have been the likes of Netflix and Goldcorp that have set prizes for people to solve problems of customer profiling and mining prospecting respectively.  The spontaneity and flexibility are a boon to large companies that can find a spot market of diverse creative talent.   

However, for widespread use, collaboration requires greater trust, and long-term planning on behalf of partners, so that businesses can agree on ambitions, remuneration, delivery and ongoing support.

Brand can help shared projects achieve their aims, by providing a clear ideas for the ambition, and culture that will generate success.


(Philip Edelin)