Bastian Unterberg is the founder and CEO of Jovoto, a Berlin-based platform that enables global brands and enterprise businesses to solve design and innovation challenges – ranging from new product design to sustainable architecture – with a community of over 60,000 creative professionals. In 2013, Wiley published Bastian’s book, “Crowdstorm – The Future of Innovation, Ideas and Problem Solving”. Crowdstorm delves deep into the methodology Jovoto uses, and is an insightful read for anyone working with creative communities and crowdsourcing initiatives.
I met Bastian at Crowdsourcing Week 2015 in Brussels and was impressed with Jovoto on multiple fronts: the quality of brands that were sponsoring projects (Starbucks, Adidas, Coke), the commitment by Jovoto to engage and compensate their community, and the way that Jovoto encourages the community of creatives to lead crowdstorm projects – including solution selection and distribution of award funds.
This interview is the culmination of ongoing conversations I’ve had with Bastian since meeting him last fall in Brussels.
Q: What motivated you to start jovoto?
BU: “Towards the end of my studies at the University of Arts in Berlin I was asking myself “What’s next, how do I want to work?” Looking at various verticals across creative industries, I realized that most work environments available to me did not match my DNA and understanding about how I want to work. So much amazing talent leaves university to face a world that simply does not nurture them or help them reach their full creative potential.
Hierarchy, politics, poor feedback culture – these are some of the factors in traditional creative work environments that suppress rather than nurture creativity. And this is something that I wanted to change for myself, for my graduating classmates, and for others around the world who were looking to break free from the traditional agency model.”
Q: The concept of community is core to jovoto’s business. Can you talk about the type of people who make up the community and what motivates them to participate?
BU: “We know that by embracing the concept of community, the majority of our creatives prefer to work on jovoto rather than elsewhere. To my knowledge, there are no other open innovation platforms that listens, supports, and nurtures their community to the extent that we do.
The jovoto community consists of creatives from all over the world who value their freedom to work from wherever they are, whenever they want and with whom they find interesting. They are highly independent and rely on feedback to develop and improve. They are open to collaboration and are not afraid of working with others when they see they lack certain skills to make their ideas as good as possible. They don’t rely on one skill but are rather interdisciplinary and great problem solvers in general.
What motivates them? Our community is motivated to participate on jovoto by many factors, but what might come surprising to many, is that earning money isn’t at the top of the list for most of them. For some it is the chance to work with great global brands on interesting tasks, for others it is the learning they get through collaboration and feedback, and then of course there are always those motivated by prize money.”
Q: There is an unusually high level of collaboration amongst community members. How did you go about building a strong community culture that values quality and contribution?
BU: “Open innovation naturally attracts a certain type of creative who are more likely to engage in collaboration in a different way. To nurture this even more, we reward certain behaviours that creates the culture which we want. Creatives who collaborate with and give great feedback to others, have opportunities to win special awards. We also have a team of creative guides who know the client and the community who also give feedback on ideas, as well as support and encourage the creatives. All of this contributes to the unique and supportive culture within our community.”
Q: Why is social impact important to you? Can you describe some of the global projects jovoto has hosted that have made a positive impact in the world?
BU: “One of the things you can observe on jovoto, is how creativity and mass-collaboration is an powerful tool to affect positive change.
I’m pretty proud of our track record in hosting important projects that will help make the world a better place. From the $300 House challenge, crowdstorming low-cost irrigation solutions for farmers in India, and the universal logo for human rights.
Last year, our most successful campaign was with Greenpeace, to put come up with campaign material to help put pressure on McDonald’s to stop their use of GM feed in poultry. The campaign was a success; McDonald’s in Germany announced in 2015 that they would stop using GM!
Corruption is another issue on the top of everyone’s list right now with the recent news about the Panama Papers. One of the ways we are engaging in the global fight to end corruption is by collaborating with Transparency International, and supporting the work that they do by helping to spread the word against grand corruption.
One of the reasons crowdstorming works in all of these cases, is that not only do projects promoting positive-impact projects tend to have a high engagement rate on the jovoto platform, but creatives participating also tend to spread the word off the platform, gaining even more visibility for important projects. It is a win-win-win situation for everyone. The creatives participating who can contribute their time and creativity to important projects, the organizations we work with who get great ideas, and for social and environmental impact.”
Q: You’ve said that you want to grow jovoto to the point that creatives could actually make a living solely from the platform. How close are you to achieving this vision and what will it take?
BU: “We aren’t far off, actually. Just this month, our top-earner took home €11,000 EUR (over $12,000 USD).
As more and more young people are looking to alternative forms of work, and more and more global business are looking to the future and to open innovation, the chances happening are already helping establish this new reality.
For jovoto, it is about supporting the best talent working on our platform, to reach new levels of greatness. We give creatives the chance to grow and learn and reward outstanding creative work. If you’re really good on jovoto, you can climb the creative ladder, with more invites to even more projects, some with guaranteed payment for participation. The more great clients we have, the more opportunities we can provide to creatives, and the securities we can offer scale.”
Q: What is your advice for those seeking to pursue a path of self employment through platforms like jovoto?
BU: “The first step is simply to participate! Submit ideas, give others feedback, and find other creatives to collaborate with.
The creatives that succeed on jovoto are usually creatives that give and listen to feedback, are genuinely helpful and supportive and engage with others. It’s an open innovation process so the more open you are, the more successful you are.”
Jovoto is a client of Structure3C.