In the past we had to gather physically to create crowds. Now with technology,
crowds can be well-connected while being geographically distant. A savvy
organisation can tap a wider range of talent and knowledge than that present
within its own resources.
We can consider the creative agency and client environment. For clients,
solutions to problems can be explored at a relatively low-cost and often very
quickly. Unlike traditional creative agency models where an individual is
paid per hour, crowdsourcing permits a client to pay a once-off cost for an
exponential number of solutions. Ultimately a client only pays for the solutions
they make use of, while those in the community who are not paid usually retain
their intellectual property (IP).