Thinking Simple at Phillips

The consulting firm Microengagement uses the Executive Roundtable approach for customers who want a diverse panel of experts in their field to provide advice and solve problems. Phillips Electronics developed its "Simplicity Advisory Board" to help bring a customer focus to the company. In true crowdsourcing style they choose experts from an unlikely mix of disciplines: fashion design, radiology, architecture, and graphic design. What does fashion design and architecture have to do with my plasma TV? Everything! Don't think of it as four unrelated disciplines flailing about, think of it as just the right parts of each skill coming together to create a well balanced whole. The true power of roundtables and crowdsourcing in general is the broad base and diversity of expertise brought to bear on the new product development process.