Open innovation isn’t about the latest trends in crowdsourcing; it’s about expanding the boundaries of your organization to deliver results. Innovation through co-creation with customers requires you to think beyond the front end. If you want your crowdsourcing initiative to be more than just a publicity stunt, think about the results it will drive - not the crowd it will leverage.
You need to design an open organization focused on delivering results. Ask yourself, "How might we open up the entire New Product Development process?" Make it part of the work that you do; avoid creating solutions in vacuums and throwing ideas over the wall.