Once you have recruited these new participants, the job is to keep them engaged and to move people up the scale, toward higher-barrier behaviors like adapting or remixing the content of others, crowdfunding a project, creating and uploading their own unique content or assets (we call this producing), or, at the top of the scale, by becoming a “shaper” of the community as a whole, with the capacity to influence the strategy, norms, and culture of a crowd, often without having any kind of formal authority.
