The rise of the amateur professional
Sometimes large companies create products for profit - or for a specific business model. This talk argues how the BEST products are designed by the users - the people who want the product. An example here is how the mountain bike was not designed by a large bike company - but by the biking enthusiasts. No longer can companies design products and then get a read from "passive" consumers who say they like it or not - now I believe the call is for entrepreneurs to design in collaboration with consumers.
In this deceptively casual talk, Charles Leadbeater weaves a tight argument that innovation isn't just for professionals anymore. Passionate amateurs, using new tools, are creating products and paradigms that companies can't.
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