The MoD Book Club
October 15th 2008 at the Spoke Club

Everyone is always a little curious as to how the MoD book club will evolve and its clear after the 2nd event of the quarterly series that the Salon style dialogue is providing a great amount of marketing ideation and stimulus to those who come.  We were pleased to have Sean Moffitt , Canada’s own Word of Mouth expert to guide the conversation around Jeff Howe’s Crowdsourcing. 

The conversation covered the topic of innovation and as to whether Crowdsourcing could fundamentally change the way we do business.  Ultimately crowdsourcing is a tool that can be harnessed if practiced correctly.  Relevancy is key to engagement and to garner continued participation.  This book was well received with the audience.

MoD rating 7.5

You can read about our first event this past July.

Click here to sign up

Best,
Marcie

Quick Details:
Event Date: October 15th, 2008 Time: 6:30 p.m. – 8:30 p.m.
Location: The Spoke Club 600 King Street West 4th Floor, Toronto ON

Niche Envy: Marketing Discrimination in the Digital Age

From the Publisher

“The amount of knowledge and talent dispersed among the human race has always outstripped our capacity to harness it. Crowdsourcing ­corrects that—but in doing so, it also unleashes the forces of creative destruction.”
—From Crowdsourcing

First identified by journalist Jeff Howe in a June 2006 Wired article, “crowdsourcing” describes the process by which the power of the many can be leveraged to accomplish feats that were once the province of the specialized few. Howe reveals that the crowd is more than wise—it’s talented, creative, and stunningly productive. Crowdsourcing activates the transformative power of today’s technology, liberating the latent potential within us all. It’s a perfect meritocracy, where age, gender, race, education, and job history no longer matter; the quality of work is all that counts; and every field is open to people of every imaginable background. If you can perform the service, design the product, or solve the problem, you’ve got the job.

But crowdsourcing has also triggered a dramatic shift in the way work is organized, talent is employed, research is conducted, and products are made and marketed. As the crowd comes to supplant traditional forms of labor, pain and disruption are inevitable.

Jeff Howe delves into both the positive and negative consequences of this intriguing phenomenon. Through extensive reporting from the front lines of this revolution, he employs a brilliant array of stories to look at the economic, cultural, business, and political implications of crowdsourcing. How were a bunch of part-time dabblers in finance able to help an investment company consistently beat the market? Why does Procter & Gamble repeatedly call on enthusiastic amateurs to solve scientific and technical challenges? How can companies as diverse as iStockphoto and Threadless employ just a handful of people, yet generate millions of dollars in revenue every year? The answers lie within these pages.

About the Author

JEFF HOWE is a contributing editor at Wired magazine, where he covers the entertainment industry among other subjects. Before coming to Wired he was a senior editor at Inside.com and a writer at the Village Voice. In his fifteen years as a journalist, he has traveled around the world working on stories ranging from the impending water crisis in Central Asia to the implications of gene patenting. He has also written for U.S. News & World Report, Time magazine, the Washington Post, Mother Jones, and numerous other publications. He lives in Brooklyn with his wife and children.

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