I had an internship last summer at Robert W. Baird & Co. in the marketing and communications department. Baird is a financial company that works mostly with customers in their 60’s. I spent most of my summer reading about mutual funds and diversification but I was also asked to read the book “Groundswell.” The book included a lot of examples about user innovation that we used in class (like LEGO Digital Designer) but also had some suggestions for companies like Baird who think they are immune to the innovation in the business world. I thought it was a pretty interesting book—especially if it has big financial companies reading it for help—so I thought I’d recommend it.
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That is cool. What were some of the suggestions Groundswell gives?
A good suggested reading. I also highly recommend the recent book, The Power of Co-Creation by Ramaswamy and Gouillart. Here is a link to the book's homepage:
http://powerofcocreation.com/