The Next Big Thing Is Us

Time Magazine, March 20, 2006 – By Lev Grossman


Big, bold ideas used to come from small groups of experts.

Now they come from you as well.

How the Internet Makes Us All Inventors

It goes against everybody's inner cynic to read (or for that matter to write) a sentence like the following: We are on the verge of the greatest age of creativity and innovation the world has ever known.

Consider the following idea. Things, broadly speaking, used to be invented by a small, shadowy elite. This mysterious group might be called the People Who Happened to Be in the Room at the Time. These people might have been engineers, or sitcom writers, or chefs. They were probably very nice and might have even been very, very smart. But however smart they were, they're almost certainly no match for a less elite but much, much larger group: All the People Outside the Room.

Historically, that latter group hasn't had much to do with innovation. These people buy and consume whatever gets invented inside the room, but that's it. The arrow points just the one way. Until now it's been kind of awkward getting them involved in the innovation process at all, because they're not getting paid; plus it's a pain to set up the conference call.

But that's changing. The authorship of innovation is shifting from the Few to the Many.


Take as an example something called the open-source movement. The basic idea is that while most software is produced by the aforementioned People in the Room, open-source software is offered to the entire world as a collaborative project. Somebody posts a piece of software on the Internet and then throws the joint wide open. It's like American Idol for software. In the open-source model, innovation comes from hundreds of thousands of people, not just a handful of engineers and a six-pack of Code Red. One open-source program, the truly excellent Web browser Firefox, has been downloaded 150 million times. SourceForge.net a website that coordinates open-source work, is currently host to almost 15,000 projects. Internet behemoth AOL, which shares a corporate parent with this magazine, open-sourced its instant-messaging service just last week.

The idea that lots of people, potentially everybody, can be involved in the process of innovation is both obvious and utterly transformative, and once you look for examples you start seeing them everywhere. When Apple launched iTunes and the iPod it had no idea that podcasting would be a big deal. It took the rest of us to tell Apple what its product was for. Companies as diverse as Lego, Ikea and BMW are getting in on this action. And it exists in the cultural realm too. Look at websites like YouTube, or Google Video. Anybody anywhere can upload his or her little three-minute movies, and the best ones bubble to the top. Who knows what unheralded, unagented Soderbergh will come crawling out of that primordial tide pool? Granted, some of the movies are of people falling off jungle gyms. But some of them are brilliant. Some of them are both.

Two things make this kind of innovation possible, one obvious and one not. The obvious one is--say it with me--the Internet. The other one, the surprising one, is a curious phenomenon you could call intellectual altruism. It turns out that given the opportunity, people will donate their time and brainpower to make the world better. There's an online encyclopedia called Wikipedia written entirely by anonymous experts donating their expertise. It has the unevenness you'd expect from anything that's user-created and user-edited, but it's still the most useful reference resource anywhere on- or off-line; earlier this month Wikipedia posted its 1 millionth article.

You would think corporations would be falling all over themselves to make money off this new resource: a cheap R&D lab the approximate size of the earth's online population. In fact, they have been slow to embrace it. Admittedly, it's counterintuitive: until now the value of a piece of intellectual property has been defined by how few people possess it. In the future the value will be defined by how many people possess it. You could even imagine a future in which companies scrapped their R&D departments entirely and simply proposed questions for the global collective intelligence to mull. All that creative types like myself would have to do is sit back and harvest free, brilliant ideas from the brains of billions. Now that's an idea my inner cynic can get behind.

Courtesy of Orange Passion – www.orangepassion.com – 240-396-1376

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