Crowdsourcing is Broken: How to Fix It

New business models, "mini crowds", and self-respect could mean online communities thrive so client and creative talent benefit alike

By Scott Belsky

The opportunity to tap the power of the crowd has spawned a whole regime of companies that promise to break down barriers and unlock the potential of the masses. But beneath this recent trend lie major fundamental flaws.

Don't get me wrong. This is not another whining diatribe against the perils of crowdsourcing. But without new business models and core principles that leverage these forces in a way that empowers its participants, the opportunity is likely to implode. Those involved need to innovate and start harnessing the crowd in more mutually beneficial (and thus sustainable) ways.

The Problem with the Crowd

Crowdsourcing is driven by powerful online communities and an increased willingness from companies to engage talent from beyond the confines of their own offices. For creative talent in remote regions of the world, the prospect of a flat world full of opportunities is invigorating. Simply by joining an online community, it is easy to be found and engaged in projects. For the large companies that to date employed vast departments of highly paid, talented experts, the option to reduce overhead and still engage top talent wherever it may be can improve output and the bottom line.

So what's the problem?

The forces that enable crowdsourcing are being used to get thousands of people to do work for free, with a chance of getting paid only if their work is selected for use. This is fine for hobbyists or friendly competitions offering a token prize. But in a business context, it doesn't pay for either party.

In our research at Behance, an online platform for creative professionals, we've found that many creative professionals avoid these types of contests because they're too busy with commissioned work. When they do engage, they feel unfulfilled (if not exploited) afterwards—and they seldom participate again. Likewise, companies have also reported mixed sentiments. Inundated with options—mostly unprofessional in quality —they were ultimately left unsure of the worth of the exercise.

Build a Better Way

The crowd should be used in more controlled and informed ways. I firmly believe that the forces powering this phenomenon will revolutionize many industries, and I see a day when creative agencies and Fortune 500 marketing departments extend their entire creative production and idea generation to the crowd. But they need to do so in a way that empowers the participants and yields a satisfactory outcome for all.

Business Exchange

Track and share business topics across the Web.