Seth Godin famously came up with the phrase "permission-based marketing" to capture how the business dialog had become a two-way street. Businesses and organizations could no longer simply flood individuals with information and expect a significant return in an attention-challenged word.
Similarly, having successfully captured a significant share of the browser market from Microsoft, the open source organization Mozilla has an idea about how to make innovation a participatory process. In a "best of" McKinsey quarterly interview (free registration required) Mozilla Foundation chairman and former CEO Mitchell Baker had this to say about innovation:
The Quarterly: How do you think about your role in enabling innovation in the communities?
Mitchell Baker: Sometimes, just giving people permission does wonders. Consider our quality control process. We have a public process for finding, tracking, and correcting bugs in the code we’re developing, and thousands of people are involved. When several people within the community began to take leadership in that effort, someone who worked with me said, 'All we need to do is tell these people it’s OK.' So that’s what we did. We said to the leader, 'You’re awesome; keep doing what you’re doing.' And after that, he became our release driver. There are more people like that than you would expect.
Baker also describes how up to 40 percent of the code that makes its way into the browser comes from volunteer community.
Wayne
Comments