I'm going to post these snippets from Adweek without comment. It's a perspective on the rise of user generated content by Phil Dusenberry, former chairman and chief creative officer of BBDO North America. He was inducted to the One Club Creative Hall of Fame this month. He is currently battling cancer, and I wish him the best.

Q: What do you think of the state of copywriting, given that we have user-generated content and consumer influence in the creative process?

A: As far as consumer-generated content, I think that's a joke because you should leave it to the pros to get something done. You may luck out and catch an idea from some amateur, but that's not really the way to go.

Q: So, you think it's a fad.

A: I don't think it's going to last, and you're going to see it take a powder very soon.

Q: Even though "consumer engagement" is the phrase of the moment?

A: The whole idea of consumers generating ideas is like pulling your own teeth as a dentist. Leave it to the professionals. That's what they're paid for.

Remember user generated content? That was yesterday. The new cool thing is user generated innovation. Tap into the minds of the crowds.
"In an array of industries, producer centered innovation is being eclipsed by user-centered innovation-the dreaming up, development prototyping, and even production of new products by consumers." writes Eric von Hippel in a February issue of Harvard Business Review. Internet, with its inherent ability to herd like-minded people, has accelerated this phenomenon.

CrowdSpirit has taken the lead in letting others take the lead. You can invent, design and manufacture future electronic products with other like-minded spirits.

Here is the idea in their own words:
"1. Submit an idea of a new innovative electronic product.
2. Vote, define specification, or even invest money on products.
3. Once finalized, test and recommend products to retailers."
and finally " Based on your contribution to the project, earn a share of the product revenue."

At another site, Cambrian House, you can submit your business ideas for any project under the moon - or maybe even beyond.

These initiatives are fresh, so the verdict about their potential is still out. But before we will be looking at massive layoffs at R&D facilities around the world, listening to end users, tapping into their opinions and ideas, could tremendously benefit every manufacturer or service provider today.