The Flattening of TED

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John Winsor: Flipped: How Bottom-Up Co-Creation is Replacing Top-Down Innovation
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John Winsor: Beyond the Brand : Why Engaging the Right Customers is Essential to Winning in Business

March 01, 2012

The Flattening of TED

Sitting here at my fourth TED I've been reflecting about how much the world has changed. Crowdsourcing, co-creation and open systems is the main theme at TED this year. There's been a paradigm shift in culture. Consumers now know they're in charge. It means a new openness. A new narrative. One not built by closed systems, they are all quickly collapsing. But one built by the people. By the crowd.

Any closed system, whether it's an Arab governent, a big brand or an advertising agency, is doomed if it doesn't open up. Yet there is a lot to hold to. While closed systems exert hard power, protecting the status quo, open systems exert soft power. It's like water, slowly ebbing and flowing all the while erroding the hard surfaces around it.

In this flat world openness is accelerating. With it comes more fluidity, more generosity and more opportunities.

And, that's a world I want to be apart of.

Posted at 12:35 PM in Advertising, Authenticity, Innovation | Permalink

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John Winsor

Views from the CEO of Victors & Spoils and the author of Baked In, Spark and Beyond the Brand about the future of marketing and product design.

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March 01, 2012

The Flattening of TED

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