In this chapter, we've talked about brainstorming sessions in a way that implies we know the people we're brainstorming with. Either we work with them, volunteer with them, or we're friends with them. One way I think we can gain some really out of the box ideas is by brainstorming with people we don't know; maybe even complete strangers.

Crowdsourcing is the concept of soliciting ideas from a large group of people typically outside the company. It's often done online using social media tools. Individuals will participate for many reasons—everything from intellectual stimulation to self-esteem to possible financial gain.

Crowdsourcing activities, such as brainstorming, still need structure. And they still need someone to facilitate the flow of information.

PepsiCo's Frito-Lay division use crowdsourcing techniques when looking for ideas for a new potato chip flavor. They created a marketing campaign called Do Us a Flavor and awarded $1 million to...