'Artcetera...etc...etc'

Good friend and former colleague Joe Aronstein was inspired by James Surowieski’s book ‘The Wisdom of Crowds’ when he exited American corporate life just recently and opened his own gallery in Boca Raton, Florida.

Everyone in his extensive social network got to participate, suggest and challenge his ideas for store name, ranges, designs and display ideas, before he whittled it all down ahead of launch (and we got the benefit of many asides and jokes at Joe’s expense!).

Proof that a social network can be used as a powerful creative mechanic to develop ideas.

I was sceptical at the outset that it could be done so informally, but Joe took the ideas and made the decisions, and it worked extremely well.

Artcetera is the name, The Polo Shops the location. Online coming soon.

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Head First Marketing & PR, Gloucestershire.