The 'We-Think' book is an interesting project by Charles Leadbeater to attempt to understand the development of participative online phenomenon such as Second life, Wikipedia and YouTube.
The rise and rise of such websites are highly topical issues for the marketing industry, not only due to the current trends that are emerging using these new mediums of communication but also because of the potential for broader business applications in the future. Leadbeater's book 'We-Think' is an attempt "to understand this new culture; where these new ways of organising ourselves have come from and where they might lead".
For graduates looking to get into the industry, it would be a good idea to know as much as possible about these trends, to have an opinion on their longevity, and ideas for how to implement them into - for example - a communications strategy.
The cool angle to Leadbeater's book is that he has posted his book online before publishing to allow for feedback and comments in order to experiment in what he terms 'collaborative creativity'. Have a read of two introductory articles he has written for the Times and the Guardian to get an insight into the World of We-Think. If you enjoy reading about this, you can download the full draft here.
Cheers
Rich
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