Collaboration and pharmaceuticals

Open collaboration or wikinomics is a beautifully simple idea that may lead us into a new economic model for the future.

The Power of Mass Collaboration film that is an introduction to the possiblilites mass collaboration can achieve.

Events of the last few years have certainly given new impetus to finding one and it just may be that from the chaos we see this new form of working that can enrich and we can become more productive. The Internet is the technology that allows us to embrace this.

The four principles wikinomics profers are: openness, peering, sharing and acting globally.

It all started with an oil company not being able to find oil on their land. They had lots of data some clever boffins but between them they couldn't find any oil no matter where they drilled. So, the CEO was sure there was oil out there decided to post all the data on the Internet and post a reward to anyone who could look at the data and tell them where to drill successfully. All sorts of people entered the competition, geologists, mathematicians, students, locals to the area, all sorts of people.. and it was this mass thinking and analysing that led them to finding more oil than they cold shake a stick at.. Ten years after the stock price had had quadrupled. Economic success by being open, sharing and acting globally. Think of it as tapping into the biggest, most diverse, creative, intelligent advanced computer in the know universe. People are out there and want to help.

There has been many success stories since then. Wikipaedia, the Apple Iphone application platform. 35,000 applications have been developed for the Iphone in 6 months. Apple haven't paid for any of it, but it makes their phone the most useful tool you can imagine.. when they say "if you want it.. there's an app for it.". they mean it..

So does the healthcare industry embrace.. yes..
http://www.innocentive.com/ is a perfect example of this... there are many others and pharmaceutical companies are one of the industries that seem to be really embracing this way of thinking.

Novartis had adopted a wikinomics approach to its diabetes research. After investing millions of dollars trying to unlock the genetic basis of type 2 diabetes, the company released all of its raw data on the Internet, for free. Open source development is already being adopted and embraced by universities and research departments. The culture is starting to change.

http://anthonydwilliams.com/2007/02/28/a-wikinomics-approach-to-rd/


The Company as Wiki is video about how "Best buy" adopted this approach across all thier stores

http://www.youtube.com/watch?v=rIRP7Bj4-MY

Video discussions on TED

By embracing the diversity of human beings you will find a truer way to happiness.

This talk by Tipping Point author Malcolm Gladwell examines choice as a way to making your customers happy.

There is no one perfect flavour, people cluster into groups.

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Being remarkable

Another great Seth talk on standing out and marketing to early adopters and innvoators.

In a world of too many options and too little time, our obvious choice is to just ignore the ordinary stuff. Marketing guru Seth Godin spells out why, when it comes to getting our attention, bad or bizarre ideas are more successful than boring ones.

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How to change everything

Leading tribes, cultivating a movement

This is a great talk about leading. This is behaviour we and our clients should engage in. If they want to be the "leaders in diabtes". It shows how advertising has been and how it will possibly become. It would be cavalier to ignore.

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Introduction to Transmedia

This is a great video and introduction to how cross media is shaping the world and will have huge impact into our world of advertising. We have to start looking at the many different ways we can engage. He discusses about how many different stories are being told across many different mediums and that consumers or prosumers are taking control of those stories and re-telling them. I think we should bear in mind that although the ways in which people are engaging is going to change dramatically, stories are still being told and they will always be the stories we have always told. Stories to inspire. Obama could be considered a "rags to riches" tale.

Henry Jenkins is the director of Comparative Media Studies Program at MIT. In this video he discusses the emergence of Transmedia a type of media that allows a new way of story telling. ( via theory.isthereason)