As a way to energize the creative process, firms are starting to use a technique called crowdsourcing by specifically encouraging customers to offer suggestions.

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Crowdsourcing involves soliciting ideas, feedback, or contributions from a large group of people, often through an online platform or community. Encouraging customers to offer suggestions is one way in which firms can tap into the collective intelligence and creativity of a diverse group of stakeholders. This can lead to new product ideas, process improvements, or other forms of innovation that might not have been possible with a smaller, more homogeneous group of employees or consultants.

As a Way to Energize the Creative Process, Firms Are