Range: Why Generalists Triumph in a Specialized World

by David Epstein

Bingham had noticed that established companies tended to approach problems with so-called local search, that is, using specialists from a single domain, and trying solutions that worked before. Meanwhile, his invitation to outsiders worked so well that it was spun off as an entirely separate company. Named InnoCentive, it facilitates entities in any field acting as “seekers,” paying to post “challenges” and rewards for outside “solvers.” A little more than one-third of challenges were completely solved, a remarkable portion given that InnoCentive selected for problems that had stumped the specialists who posted them. Along the way, InnoCentive realized it could help seekers tailor their posts to make a solution more likely. The trick: to frame the challenge so that it attracted a diverse array of solvers. The more likely a challenge was to appeal not just to scientists but also to attorneys and dentists and mechanics, the more likely it was to be solved.