How to Be Useful (Photo by Robert Banh, cc-by license)

I used to be fond of saying that the best advice for content-centric businesses on the web was a simple commandment:

Above all, be interesting – everything else will follow from that

Being interesting is still necessary, of course – if you’re trying to create a content-centric business and your content isn’t interesting, you’re in big trouble.

But is being interesting sufficient? In an attention economy, where interesting content is ubiquitous, and what’s truly rare is the users’ attention? In an era where every company is a media company?

In the era of the Assembled Web, where consumers expect to find content, community, and commerce pervasively and persistently throughout their online experience, is it enough to just be interesting?

I think we’ve got to set our sights higher than just being interesting, and aim to be useful. The new commandment might be something more like:

Above all, be useful. Provide value – what your audiences understand as utility on their terms – and everything else will follow from that.

This applies to companies which are only now realizing they are media companies as well as formerly-only-media-companies who are now realizing they need to be more. Put differently, if every company is a media company, that those businesses which were already media companies also need to think about what other utility they provide above and beyond the experience of interesting content.

This Shop is Useful (Photo by Robyn Gallagher, cc-by license)

Two quick examples, from the world of iPhone applications. (The same tenet – above all, be useful – would apply equally well to Facebook applications, iGoogle widgets, and plain old web applications).

Whole Foods’ recipes application not only uses the phone’s location to do traditional store locating, it also allows you to search recipes based on what ingredients you’ve got at hand.

Whole Foods' recipes application provides a store locator, but also lets you locate recipes matching what you have on hand

Sit or Squat (sponsored by Charmin) also takes advantage of location to help you locate the nearest public restroom, but adds community in the form of user ratings and comments. If you’ve ever been traveling in another city and in search of a clean bathroom (maybe even one with a changing table) you can imagine how useful such an app can be.

Charmin's sponsorship of Sit-or-Squat provides a branded presence for them but also adds value for the user

Both applications also, of course, provide a branded presence on the users phone to their sponsoring companies – but that’s secondary to the primary utility they provide.

As you evaluate web strategies and offerings, what role does utility play? What difference would it make for content-centric businesses to shift focus from “create compelling content” to “be useful”?

Useful Arts (Photo by dipfan, cc-by license)

• What motivates the contributors in crowdsourced efforts? Specifically, to what extent are monetary incentives a driver as compared to extra-monetary ones?
• What about “crowdsourced” projects which are not creative or knowlege-worker oriented, but outsourced menial labor?
• How can or should “creatives” respond to the rise of crowdsourced alternatives?

Jeff Howe at Berkman Center on Crowdsourcing

It’s long – just over an hour – but really worth your time if you’re interested in the issue of value that crowdsourcing raises. I especially enjoyed the extended Q & A session – which benefits from the collective wisdom and critical thought typical of Berkman attendees.

Howe admits a kind of radical ambivalence about the phenomenon of crowdsourcing and the ways in which it disrupts some existing relationships by changing the value of certain kinds of labor.

His ambivalence comes through in two ways. First, he focuses on the “creative” end of crowdsourcing – examples like Threadless, Innocentive, and iStockPhoto – rather than the “menial” end of crowdsourcing – Mechanical Turk’s “Human Intelligence Tasks” like transcription, solving CAPTCHA’s for spammers, etc. How does the equation for crowdsourcing change when your imagined participant isn’t the “college kid designing t-shirts” but people in developing markets doing work for fractions of pennies?

Howe confesses he essentially ignored Mechanical Turk (and other arguably non-creative examples of leveraging large scale online labor) in the book – in essence because it didn’t fit, in his mind, the picture of motivation he saw in the phenomenon in which he was interested. But are there really two fundamentally different models of crowdsourcing at play here, or is it just two different participating labor pools: one predominantly first world, leisure class, participating for fun and recognition, and another more developing world centered, participating for financial gain?

Second, he’s also deeply sympathetic with those – increasingly including his fellow journalists – who are arguably displaced by the impact of crowdsourcing on the value of what they produce. What about established professionals in the field who see the market value of their work decimated in the process? On the other hand, what about those trying to break into the market, who have always found spec work a valuable mechanism for demonstrating their skills before gaining professional, full time employment?

It’s especially interesting where these two issues come together – crowdsourcing for employement. What if anybody, anywhere, with any standard of living, could do your job and compete with your for your value?

There’s a good, well edited video summary from a panel Howe moderated at SXSW 2009 on this topic, specifically focused on spec work in creative fields, and sites like Crowdspring and 99designs:

I’m reminded of the debate among programmers about offshoring, in which similar arguments still go on. Can the quality of the design produced at a crowdsourced spec site ever compete with that produced by a reputable, professional shop? How can a design that doesn’t come out of an intimate, strategic, and interative process involving lots of face time and discussion with the client ever be truly on target? On the other hand, if the consumer of said work can’t tell the difference, and the price is several orders of magnitude less, does it make sense to continue to argue they should pay the premium?

(See No!Spec for more on the arguments about the dangers of speculative work).

Finally, I also saw Howe give a version of this talk at Media Bistro’s Circus event in New York during Internet Week, a few months after the Berkman Center talk. In his Media Bistro talk, Howe focused much more directly on crowdsourcing in journalism, highlighting as an example the excellent work being done at Spot.us, a kind of crowd-funding mechanism for journalists.

Ironically, to see that video, you’ll need to subscribe to MediaBistro OnDemand, for $19/month or $180/yr. Apparently the downward pressure of crowdsourcing and free video from various sources (Berkman, SXSW) hasn’t yet forced MediaBistro to share videos from their conferences for free.

Does that make his talk at MediaBistro more valuable than the talk at the Berkman center or the panel at SXSW?