BOOKS Crowdsourcing: How the Power of the Crowd is Driving the Future of Business
By Jeff Howe
Random House Business Books £17.99, 320 pages
FT Bookshop price: £14.39
In 2000, two high-school leavers from Chicago had the idea to set up a T-shirt outlet with a difference. The store would exist online only, and would invite patrons to upload their own designs and use its website to give feedback on existing ones. The most successful designs in the public vote would go on to be manufactured. Lucky winners would get stocks of the winning design; everyone else could buy the shirt.
