Somewhere in between the work we're paid to do and the work we want to do lies what Riley Gibson calls a "creative surplus." People have a need to explore, make, photograph, draw, and collaborate on ideas that are important to them, including the products and services they're passionate about. The key for a brand, he says, is to give those people better direction to end up with insight they can actually use. His startup Napkin Labs is a customizable crowdsourcing platform that takes conventional collaboration one step further.
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