2 Accept the reality that because Off the Hook's CEO Rob Taylor strongly favours crowdsourcing, it's a fait accompli. Be a team player and help work out the details of the new design approach. Prepare to lay off graphic designers as needed.

Last year, when Ai-Lan Nguyen told her friend, Greg Barnwell, that Off the Hook Tees was going to experiment with crowdsourcing, he warned her she wouldn't like the results. Now, as she was about to walk into a meeting called to decide whether to adopt this new business model, she was afraid her friend had been right. Crowdsourcing uses the internet to invite anyone, professionals and amateurs alike, to perform tasks such as product design that employees usually perform. In exchange, contributors receive recognition- but little or no pay. Ai-Lan, as vice-president of operations for Off the Hook, a company specialising in witty T-shirts aimed at young adults, upheld the values of founder Chris Woodhouse, who like Ai-Lan was a graphic artist.