-Made
-
-with
-
-Creative
-
-Commons
+Made with Creative Commons
Paul Stacey and Sarah Hinchliff Pearson
- David Foster Wallace
-Foreword
+## Foreword
Three years ago, just after I was hired as CEO of Creative Commons, I
met with Cory Doctorow in the hotel bar of Toronto’s Gladstone Hotel. As
*CEO, Creative Commons*
-Introduction
+## Introduction
This book shows the world how sharing can be good for business—but with
a twist.
*Paul and Sarah *
-Part 1
-
-The Big Picture
+# Part 1
-The New
+# The Big Picture
-World of
-
-Digital
-
-Commons
+## The New World of Digital Commons
Paul Stacey
community. Special regard is given to equitable access, use, and
sustainability.
-The Commons, the Market, and the State
+### The Commons, the Market, and the State
Historically, there have been three ways to manage resources and share
wealth: the commons (managed collectively), the state (i.e., the
the commons the same way you do the market or state is not a strategy
for success.
-The Four Aspects of a Resource
+### The Four Aspects of a Resource
As part of her Nobel Prize–winning work, Elinor Ostrom developed a
framework for analyzing how natural resources are managed in a commons.6
and rules they develop to govern use, and finally actual resource use
along with outcomes of that use (see Fig. 2).
-Characteristics
+#### Characteristics
Resources have particular characteristics or attributes that affect the
way they can be used. Some resources are natural; others are human
a common wealth extending beyond state boundaries, to be passed on in
undiminished or enhanced form to future generations.
-People and processes
+#### People and processes
In the commons, the market, and the state, different people and
processes are used to manage resources. The processes used define both
person behind a resource makes the commons less anonymous and more
personal.
-Norms and rules
+#### Norms and rules
The social interactions between people, and the processes used by the
state, market, and commons, evolve social norms and rules. These norms
given not just to economic efficiency but also to equity and
sustainability.9
-Goals
+#### Goals
The combination of the aspects we’ve discussed so far—the resource’s
inherent characteristics, people and processes, and norms and
their ability to strategically utilize and balance these different
aspects of managing resources.
-A Short History of the Commons
+### A Short History of the Commons
Using the commons to manage resources is part of a long historical
continuum. However, in contemporary society, the market and the state
state funded digital works should be that they are freely and openly
available to the public that paid for them.
-The Digital Revolution
+### The Digital Revolution
In the early days of computing, programmers and developers learned from
each other by sharing software. In the 1980s, the free-software movement
others about who we are and what we care about. Sharing lets us feel
more involved with the world.19
-The Birth of Creative Commons
+### The Birth of Creative Commons
In 2001, Creative Commons was created as a nonprofit to support all
those who wanted to share digital content. A suite of Creative Commons
Creative Commons to ensure works funded with taxpayer dollars are open
and free to the public that paid for them.
-The Changing Market
+### The Changing Market
Today’s market is largely driven by global capitalism. Law and financial
systems are structured to support extraction, privatization, and
them. Most make use of more than one way. Diversifying revenue streams
lowers risk and provides multiple paths to sustainability.
-Benefits of the Digital Commons
+### Benefits of the Digital Commons
While it may be clear why commons-based organizations want to interact
and engage with the market (they need money to survive), it may be less
enterprises, choosing to manage resources as a commons ought to be the
option of choice.
-Our Case Studies
+### Our Case Studies
The creators, organizations, and businesses in our case studies operate
as nonprofits, for-profits, and social enterprises. Regardless of legal
the new digital commons. The remaining sections go deeper providing
further guidance and insights on how it works.
-Notes
+### Notes
1. Jonathan Rowe, Our Common Wealth (San Francisco: Berrett-Koehler,
2013), 14.
and Profiting from Technology (Boston: Harvard Business Review
Press, 2006), 31–44.
-How
-
-to Be
-
-Made with
-
-Creative
-
-Commons
+## How to Be Made with Creative Commons
Sarah Hinchliff Pearson
business in fairly predictable ways. The first is how it helps solve
“problem zero.”
-Problem Zero: Getting Discovered
+### Problem Zero: Getting Discovered
Once you create or collect your content, the next step is finding users,
customers, fans—in other words, your people. As Amanda Palmer wrote, “It
There are all kinds of way to leverage the power of sharing and remix to
your benefit. Here are a few.
-Use CC to grow a larger audience
+#### Use CC to grow a larger audience
Putting a Creative Commons license on your content won’t make it
automatically go viral, but eliminating legal barriers to copying the
but it is also because a large following is at least a partial indicator
of quality or usefulness.18
-Use CC to get attribution and name
-recognition
+#### Use CC to get attribution and name recognition
Every Creative Commons license requires that credit be given to the
author, and that reusers supply a link back to the original source of
misinformation, being a trusted information source is more valuable than
ever.
-Use CC-licensed content as a marketing tool
+#### Use CC-licensed content as a marketing tool
As we will cover in more detail later, many endeavors that are Made with
Creative Commons make money by providing a product or service other than
resources marketing those services (and by extension, the OpenStax
textbooks).
-Use CC to enable hands-on engagement with
-your work
+#### Use CC to enable hands-on engagement with your work
The great promise of Creative Commons licensing is that it signifies an
embrace of remix culture. Indeed, this is the great promise of digital
your response is part of the event.”26 Opening the door to your content
can get people more deeply tied to your work.
-Use CC to differentiate yourself
+#### Use CC to differentiate yourself
Operating under a traditional copyright regime usually means operating
under the rules of establishment players in the media. Business
cannot. “Don’t go into a market and play by the incumbent rules,” David
said. “Change the rules of engagement.”
-Making Money
+### Making Money
Like any moneymaking endeavor, those that are Made with Creative Commons
have to generate some type of value for their audience or customers.
what we learned. Nonetheless, zooming out and viewing things from a
higher level of abstraction can be instructive.
-Market-based revenue streams
+#### Market-based revenue streams
In the market, the central question when determining how to bring in
revenue is what value people are willing to pay for.30 By definition, if
Here are the most common high-level categories.
-Providing a custom service to consumers of
-your work * \[MARKET-BASED\]*
+#### Providing a custom service to consumers of your work * \[MARKET-BASED\]*
In this age of information abundance, we don’t lack for content. The
trick is finding content that matches our needs and wants, so customized
cultural consulting services provided by Ártica to the custom-song
business of Jonathan “Song-A-Day” Mann.
-Charging for the physical copy *
-\[MARKET-BASED\]*
+#### Charging for the physical copy * \[MARKET-BASED\]*
In his book about maker culture, Anderson characterizes this model as
giving away the bits and selling the atoms (where bits refers to digital
with other providers of the same works based on quality, service, or
other traditional business principles.
-Charging for the in-person version *
-\[MARKET-BASED\]*
+#### Charging for the in-person version * \[MARKET-BASED\]*
As anyone who has ever gone to a concert will tell you, experiencing
creativity in person is a completely different experience from consuming
people go view original art in person or pay to attend a talk or
training course.
-Selling merchandise * \[MARKET-BASED\]*
+#### Selling merchandise * \[MARKET-BASED\]*
In many cases, people who like your work will pay for products
demonstrating a connection to your work. As a child of the 1980s, I can
platforms.36 Access to your audience isn’t the only thing people are
willing to pay for—there are other services you can provide as well.
-Charging advertisers or sponsors *
-\[MARKET-BASED\]*
+#### Charging advertisers or sponsors * \[MARKET-BASED\]*
The traditional model of subsidizing free content is advertising. In
this version of multi-sided platforms, advertisers pay for the
display advertising, the advertiser pays to be an official sponsor of
particular content or projects, or of the overall endeavor.
-Charging your content creators *
-\[MARKET-BASED\]*
+#### Charging your content creators * \[MARKET-BASED\]*
Another type of multisided platform is where the content creators
themselves pay to be featured on the platform. Obviously, this revenue
universities pay to have their faculties participate as writers of the
content on the Conversation website.
-Charging a transaction fee *
-\[MARKET-BASED\]*
+#### Charging a transaction fee * \[MARKET-BASED\]*
This is a version of a traditional business model based on brokering
transactions between parties.39 Curation is an important element of this
site pays a maker to make furniture based on one of the designs on the
platform.
-Providing a service to your creators*
-\[MARKET-BASED\]*
+#### Providing a service to your creators* \[MARKET-BASED\]*
As mentioned above, endeavors can make money by providing customized
services to their users. Platforms can undertake a variation of this
this model by providing paid tools to help their users make the data
they contribute to the platform more discoverable and reusable.
-Licensing a trademark* \[MARKET-BASED\]*
+#### Licensing a trademark* \[MARKET-BASED\]*
Finally, some that are Made with Creative Commons make money by selling
use of their trademarks. Well known brands that consumers associate with
of deriving revenue from something scarce while taking advantage of the
abundance of CC content.
-Reciprocity-based revenue streams
+#### Reciprocity-based revenue streams
Even if we set aside grant funding, we found that the traditional
economic framework of understanding the market failed to fully capture
think of relationships in the market as being centered on an even-steven
exchange of value.41
-Memberships and individual donations
-*\[RECIPROCITY-BASED\]*
+#### Memberships and individual donations *\[RECIPROCITY-BASED\]*
While memberships and donations are traditional nonprofit funding
models, in the Made with Creative Commons context, they are directly
public good or that the entire endeavor is furthering a social mission,
the more likely this strategy is to succeed.
-The pay-what-you-want model
-*\[RECIPROCITY-BASED\]*
+#### The pay-what-you-want model *\[RECIPROCITY-BASED\]*
In the pay-what-you-want model, the beneficiary of Creative Commons
content is invited to give—at any amount they can and feel is
value in the marketplace, even in situations where we could find a way
to get it for free.
-Crowdfunding *\[RECIPROCITY-BASED\]*
+#### Crowdfunding *\[RECIPROCITY-BASED\]*
Crowdfunding models are based on recouping the costs of creating and
distributing content before the content is created. If the endeavor is
budgets tend to give more out of a sense of commitment to the library
community and to the idea of open access generally.
-Making Human Connections
+### Making Human Connections
Regardless of how they made money, in our interviews, we repeatedly
heard language like “persuading people to buy” and “inviting people to
humans behind every creative endeavor. To remind us we have obligations
to each other. To remind us what sharing really looks like.
-Be human
+#### Be human
Humans are social animals, which means we are naturally inclined to
treat each other well.42 But the further removed we are from the person
“humanizing your interactions” with the public.44 But it can’t be a
gimmick. You can’t fake being human.
-Be open and accountable
+#### Be open and accountable
Transparency helps people understand who you are and why you do what you
do, but it also inspires trust. Max Temkin of Cards Against Humanity
thought that helps endeavors excel. And it is another way to get people
involved and invested in what you do.
-Design for the good actors
+#### Design for the good actors
Traditional economics assumes people make decisions based solely on
their own economic self-interest.49 Any relatively introspective human
largely trust that people—mostly strangers—will do what they are
supposed to do.52 And most often, they do.
-Treat humans like, well, humans
+#### Treat humans like, well, humans
For creators, treating people as humans means not treating them like
fans. As Kleon says, “If you want fans, you have to be a fan first.”53
paying monetary value in exchange for other value—it can dramatically
change the dynamic.56
-State your principles and stick to them
+#### State your principles and stick to them
Being Made with Creative Commons makes a statement about who you are and
what you do. The symbolism is powerful. Using Creative Commons licenses
self-interest.57 It attracts committed employees, motivates
contributors, and builds trust.
-Build a community
+#### Build a community
Endeavors that are Made with Creative Commons thrive when community is
built around what they do. This may mean a community collaborating
Creative Commons automatically brings with it some element of community,
by helping connect you to like-minded others who recognize and are drawn
to the values symbolized by
-
using CC.
To be sustainable, though, you have to work to nurture community. People
beliefs or goals. As the CEO Jim Whitehurst wrote in The Open
Organization, “Tapping into passion is especially important in building
the kinds of participative communities that drive open
-
organizations.”60
Communities that collaborate together take deliberate planning.
connected around common interests or values, is in many ways what
sharing is about.
-Give more to the commons than you take
+#### Give more to the commons than you take
Conventional wisdom in the marketplace dictates that people should try
to extract as much money as possible from resources. This is essentially
reflects the value contributed by others, providing more to contributors
when the value they add outweighs the value provided by you.
-Involve people in what you do
+#### Involve people in what you do
Thanks to the Internet, we can tap into the talents and expertise of
people around the globe. Chris Anderson calls it the Long Tail of
from thinking of consumers as passive recipients of your content and
transition them into active participants.75
-Notes
+#### Notes
1. Alex Osterwalder and Yves Pigneur, Business Model Generation
(Hoboken, NJ: John Wiley and Sons, 2010), 14. A preview of the book
75. Rachel Botsman and Roo Rogers, What’s Mine Is Yours: The Rise of
Collaborative Consumption (New York: Harper Business, 2010), 188.
-The
-
-Creative
-
-Commons
-
-Licenses
+## The Creative Commons Licenses
All of the Creative Commons licenses grant a basic set of permissions.
At a minimum, a CC-
creativecommons.org/share-your-work/.
-Part 2
+# Part 2
-The Case Studies
+# The Case Studies
The twenty-four case studies in this section were chosen from hundreds
of nominations received from Kickstarter backers, Creative Commons
sharing plays within it, largely the way in which it was told to us by
those we interviewed.
-Arduino
+## Arduino
Arduino is a for-profit open-source electronics platform and computer
hardware and software company. Founded in 2005 in Italy.
1. www.arduino.cc/en/Main/Products
2. blog.arduino.cc/2013/07/10/send-in-the-clones/
-Ártica
+## Ártica
Ártica provides online courses and consulting services focused on how to
use digital technology to share knowledge and enable collaboration in
success, they will get frustrated,” Mariana said. “We try to show them
another image of what it looks like.”
-Blender Institute
+## Blender Institute
The Blender Institute is an animation studio that creates 3-D films
using Blender software. Founded in 2006 in the Netherlands.
For Ton and Blender, it all comes back to doing.
-Cards Against Humanity
+## Cards Against Humanity
Cards Against Humanity is a private, for-profit company that makes a
popular party game by the same name. Founded in 2011 in the U.S.
best strategy. This kind of business model, though, speaks to your
values, and who you are and why you’re making things.”
-The Conversation
+## The Conversation
The Conversation is an independent source of news, sourced from the
academic and research community and delivered direct to the public over
1. theconversation.com/us/charter
-Cory Doctorow
+## Cory Doctorow
Cory Doctorow is a science fiction writer, activist, blogger, and
journalist. Based in the U.S.
It has never been easier to think like a dandelion.
-Figshare
+## Figshare
Figshare is a for-profit company offering an online repository where
researchers can preserve and share the output of their research,
2. retr0.shinyapps.io/journal\_costs/?year=2014&inst=19,22,38,42,59,64,80,95,136
3. figshare.com/features
-Figure.NZ
+## Figure.NZ
Figure.NZ is a nonprofit charity that makes an online data platform
designed to make data reusable and easy to understand. Founded in 2012
3. figure.nz/business/
4. figure.nz/patrons/
-Knowledge Unlatched
+## Knowledge Unlatched
Knowledge Unlatched is a not-for-profit community interest company that
brings libraries together to pool funds to publish open-access books.
4. collections.knowledgeunlatched.org/collection-availability-1/
5. www.knowledgeunlatched.org/featured-authors-section/
-Lumen Learning
+## Lumen Learning
Lumen Learning is a for-profit company helping educational institutions
use open educational resources (OER). Founded in 2013 in the U.S.
1. lumenlearning.com/innovative-projects/
-Jonathan Mann
+## Jonathan Mann
Jonathan Mann is a singer and songwriter who is most well known as the
“Song A Day” guy. Based in the U.S.
creative person is not ever going to feel completely satisfied because
then so much of what drives you would be gone.”
-Noun Project
+## Noun Project
The Noun Project is a for-profit company offering an online platform to
display visual icons from a global network of designers. Founded in 2010
2. thenounproject.com/handbook/royalties/\#getting\_paid
3. thenounproject.com/iconathon/
-Open Data Institute
+## Open Data Institute
The Open Data Institute is an independent nonprofit that connects,
equips, and inspires people around the world to innovate with data.
4. certificates.theodi.org
5. dashboards.theodi.org/company/all
-OpenDesk
+## OpenDesk
Opendesk is a for-profit company offering an online platform that
connects furniture designers around the world with customers and local
3. www.opendesk.cc/open-making/join
4. openmaking.is
-OpenStax
+## OpenStax
OpenStax is a nonprofit that provides free, openly licensed textbooks
for high-enrollment introductory college courses and Advanced Placement
1. news.rice.edu/files/2016/01/0119-OPENSTAX-2016Infographic-lg-1tahxiu.jpg
2. openstax.org/adopters
-Amanda Palmer
+## Amanda Palmer
Amanda Palmer is a musician, artist, and writer. Based in the U.S.
1. http://www.forbes.com/sites/zackomalleygreenburg/2015/04/16/amanda-palmer-uncut-the-kickstarter-queen-on-spotify-patreon-and-taylor-swift/\#44e20ce46d67
-PLOS
-
-(Public Library of Science)
+## PLOS (Public Library of Science)
PLOS (Public Library of Science) is a nonprofit that publishes a library
of academic journals and other scientific literature. Founded in 2000 in
1. collections.plos.org
2. plos.org/article-level-metrics
-Rijksmuseum
+## Rijksmuseum
The Rijksmuseum is a Dutch national museum dedicated to art and history.
Founded in 1800 in the Netherlands
www.rijksmuseum.nl/en/rijksstudio-award-2015
5. www.rijksmuseum.nl/nl/rijksstudio/142328--nominees-rijksstudio-award/creaties/ba595afe-452d-46bd-9c8c-48dcbdd7f0a4
-Shareable
+## Shareable
Shareable is an online magazine about sharing. Founded in 2009 in the
U.S.
than a one-size-fits-all approach, Shareable puts the tools out there
for people take the ideas and adapt them to their own communities.
-Siyavula
+## Siyavula
Siyavula is a for-profit educational-technology company that creates
textbooks and integrated learning experiences. Founded in 2012 in South
3. cnx.org
4. www.siyavula.com/products-primary-school.html
-Sparkfun
+## Sparkfun
SparkFun is an online electronics retailer specializing in open
hardware. Founded in 2003 in the U.S.
innovative business. In other words, it makes them the kind of company
they set out to be.
-TeachAIDS
+## TeachAIDS
TeachAIDS is a nonprofit that creates educational materials designed to
teach people around the world about HIV and AIDS. Founded in 2005 in the
quickly scale their materials worldwide. “The Creative Commons license
has been a game changer for TeachAIDS,” Piya said.
-Tribe of Noise
+## Tribe of Noise
Tribe of Noise is a for-profit online music platform serving the film,
TV, video, gaming, and in-store-media industries. Founded in 2008 in the
1. www.instoremusicservice.com
2. www.tribeofnoise.com/info\_instoremusic.php
-Wikimedia Foundation
+## Wikimedia Foundation
The Wikimedia Foundation is the nonprofit organization that hosts
Wikipedia and its sister projects. Founded in 2003 in the U.S.
1. gimletmedia.com/episode/14-the-art-of-making-and-fixing-mistakes/
-Bibliography
+## Bibliography
Alperovitz, Gar. What Then Must We Do? Straight Talk about the Next
American Revolution; Democratizing Wealth and Building a
Whitehurst, Jim. The Open Organization: Igniting Passion and
Performance. Boston: Harvard Business Review Press, 2015.
-Acknowledgments
+## Acknowledgments
We extend special thanks to Creative Commons CEO Ryan Merkley, the
Creative Commons Board, and all of our Creative Commons colleagues for
projects / text-madewithcc.git / blobdiff