Cognitive Surplus Discussion Topics

We'll be discussing the book cognitive surplus for the next couple of weeks. When you read it, you should be focusing on the main issues. What is cognitive surplus (CS)? Who has it and how do they utilize it? What are traditional domains we use it in and where do you think it will be used in the future? What are the necessary components to leverage CS? What types of groups are the benefactors of CS and what makes people choose one group over the other? As you notice, these are bigger picture questions that you should get from the book. I won't be testing you on names or specific dates, but you should understand specific concepts and marketing applications.

Now, this book can be used to discuss some interesting customer insight ideas and how they may deviate in the online space. I've come up with 4 discussion areas that I hope will carry us over the next two weeks (and remind me that we need to form groups and talk about the project on Tuesday!):

#1. Consumption: What are we actually "spending" and "consuming" when we consume? What are the currencies of interest? How do these currencies differ and what are the exchange rates? What does that mean for marketing decisions?

#2. Identity: What is our identity? How do social networks reflect this and how does online social networking affect this? Why do we care about identities in CI and marketing? You may want to think of consumption decisions this affects as well as products (such as Google+) and product categories (tattoos, luxury goods) or even brands where identity matters. Are there ones where identity doesn't matter?

#3. Aggregation: What is the value of aggregation? When are individuals better/smarter than groups and when are groups better/smarter than individuals? How does aggregation fit in to the innovation process, especially in idea creation? How does behavior change when it is aggregated (e.g. what happens when you de-individuate people and create anonymity)? What are the dangers of aggregation in the marketplace? Are there dangers associated with non-aggregation?

#4. Value: How do we figure out "value" in the marketplace? How do "market forces" and "winner's curses" work in aggregated markets? Who captures the surplus value in aggregated markets? Can we change this? What are other product aspects (besides typical physical product attributes) that drive consumer perceptions of value?