Second, the researchers posted this generalized challenge to Topcoder, an online platform for computationally intensive problems. At

ideas of what would coalesce into complexity theory later in the twentieth century, highlighted that the actions of individual members could generate information that was highly valuable to the entire crowd.

What happens if we turn the old model inside out and have the audience/customers in charge? They would be Toffler’s prosumers—consumers who were producers. As innovation expert Larry Keeley once observed: “No one is as smart as everyone.”