An award-winning team of journalists, designers, and videographers who tell brand stories through Fast Company's distinctive lens. Leaders who are shaping the future of business in creative ways. New workplaces, new food sources, new medicine--even an entirely new economic system. As GOOD magazine reported yesterday, Alex Bogusky and John Bielenberg, have launched a new social entrepreneurship platform called COMMON that is part incubator and part creative community that enables collaboration to find better solutions to pressing social problems. Bogusky, who transformed Crispin, Porter, Bogusky into a creative powerhouse, Rob Schuham, former head of the marketing agency AMG and think tank Undercurrent , and Bielenberg who led the global design collective Project M , share the goal of creating companies whose concepts, execution and core values better serve the interests of more people and promote wider prosperity.

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From fearlessrevolution. Can capitalism and social good co-exist? That's the question ad industry rockstar—turned—do-gooder Alex Bogusky is answering with a wholehearted yes in his new venture.

Described as an open-source medium for social innovation, the project is part OpenIDEO , part Quora, aiming to harness the collective creativity and knowledge of what's fashionably referred to as "the crowd" in solving the most pressing social problems of our time.

It calls itself a "new capitalist brand" built on "transitioning from competitive advantage to collaborative advantage. But in an age when the economic impact of individual corporations rivals that of nations — according to the World Bank, Wal-Mart's revenue eclipsed the GDP of Norway — not enlisting the power and reach of brands in addressing our most time- and resource-intensive issues would be short-sighted at best.

Bogusky's career has been the topic of much conversation and controversy in recent months. In some sort of Don-Draper-gone-good move, he set out to build The FearLess Cottage in his adopted hometown of Boulder, Colorado — a hub for entrepreneurs, activists and artists, fueled partly by his celebrated creative genius and partly, it seems, by the guilt of having been incredibly good for incredibly long at propagating conspicuous consumption.

To be sure, the notion of socially conscious consumerism — or what Rachel Botsman has termed " collaborative consumption " — is far from radical, especially in the buzzword-infested business world where catchphrases like "triple bottom line" have been steadily creeping into corporate manifestos for nearly a decade. The topic, however, seems to be particularly dear to prominent ad industry expats. Two years in the making, the book explores how social media and emerging technologies bring brands and consumers together to build a more socially and economically prosperous world.

The real question, of course, is whether and how well Bogusky will be able to distill the social signal from the ad-speak noise and actually build a meaningful platform for collaborative consumption. Then again, if anyone can make the exhilarating air of optimism coalesce into tangible, actionable change, it's Alex Bogusky. And he's got a museum of awards to prove it.

Posted in: Business. It's wild to me that even Milton Friedman himself can argue that the greatest problem with capitalism is the externalization of cost and it still doesn't give socially-conscious capitalists the motivation they need to address this principle failing Why hasn't anyone proposed this? The technology is damn-near mature. Imagine a wiki which, like amazon, reviews basically everything on the planet that anyone has ever sold at least 2 of in a legal marketplace.

Instead of assessing a product or transaction's subjective value, it's externalized costs are analyzed and debated. Details are hashed out in sandboxes behind the scenes; the overall quality improves rapidly at first and continues to improve over time. At first it's simply a medium to process and share information. Perhaps, in more mature democracies, it can eventually begin to act as a regulatory body.

Anyway, there's an idea that fell out my head in 15 minutes. I'm sure the Bogusky's of the world can do better than pitting "collaborative advantage" against "competitive advantage" on a playing field that hopelessly favors the latter, which latter gains its principle advantage from getting the former to pay its bills. Someone needs to figure out how to leverage human-communication 2. The intellectual capital is available, capitalist intellectuals just haven't been able to utilize it effectively.

I might be getting a bit philosophic here, but to really reinvent capitalism it is essential to stop thinking about people as consumers; To consume implies to use up and buy again.

And that is one of the core issues why capitalism doesn't work for the social good. Think about people that aren't anymore interested in consuming their life but enjoying it. Think about people making use of services and passing them on to somebody else when they don't need them anymore. Think about a system which is not linear anymore: buy-use-throw away. All the best, Gon. Gonzalo Orsi Thank you Maria, thank you Alex. Good read. Anna Maria West Maria Popova is the editor of Brain Pickings , a curated inventory of miscellaneous interestingness.

King about reimagining the future of education and work. Coffee Common D-Build A streamlined approach to dismantling and recycling buildings.



Alex Bogusky was born on July 31, in Miami , Florida. His mother Dixie, was an art director for several magazines until she eventually joined the family design business. Alex is married and has two children. Bogusky was the 16th employee of advertising agency Crispin Porter in He became Creative Director of the agency five years later, was named a partner in and became Co-Chairman in January Bogusky partnered with SodaStream International in to design a second TV commercial promoting sustainability.


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A creative accelerator and community for entrepreneurs building socially responsible brands and companies. Powered by a global collection of innovative professionals and creative visionaries who want to help entreprenuers build a better world. One part incubator. And one part collaborative brand. A collaborative approach to building your business that doesn't require giving up ownership in your company or 3 months of your life. FearLess changemakers taking on the world's biggest challenges. The Butler Bros refine and redefine brands for people pursuing growth.

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