To Be - Book 1 - Digital (Alter)Natives with a Cause? - download pdf or read online

By Nishant Shat & Fieke Jansen

ISBN-10: 819223200X

ISBN-13: 9788192232003

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While crowdsourcing ideas and taking them to the market is not new, I am pretty keen to see what will result from Dream:In. Is it 100 percent altruism from Biyani to fund something like this? Of course not. For someone whose main area of business is selling products to people, tapping into the collective dreams of India will serve as market research of the highest order. But if some good can also come from this initiative, what is the harm? There are many initiatives like Dream:In that use corporate money to do social good in different parts of the world, and I’m all for them, just as I’m all for the pure-profit crowdsouring business models that companies like Threadless use to make money from the community of digital natives that they serve.

While crowdsourcing ideas and taking them to the market is not new, I am pretty keen to see what will result from Dream:In. Is it 100 percent altruism from Biyani to fund something like this? Of course not. For someone whose main area of business is selling products to people, tapping into the collective dreams of India will serve as market research of the highest order. But if some good can also come from this initiative, what is the harm? There are many initiatives like Dream:In that use corporate money to do social good in different parts of the world, and I’m all for them, just as I’m all for the pure-profit crowdsouring business models that companies like Threadless use to make money from the community of digital natives that they serve.

There is also an increasing trend among corporations to hire anthropologists to understand the world around them better, and this includes the world of digital natives as well. Genevieve Bell at Intel is the poster child of the in-house cultural anthropologist movement, which seeks to map long term cultural shifts in society, as opposed to short-term consumer behaviour. Corporations like Nokia and Microsoft, and advertising agencies like the Portland-based Wieden and Kennedy are regular users of anthropologists and in fact, Grant McCracken has written a book called Chief Culture Officer about a new kind of role and department that will emerge within corporations to track these kinds of changes.

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To Be - Book 1 - Digital (Alter)Natives with a Cause? by Nishant Shat & Fieke Jansen


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