When I was a research assistant with Prof David Wallace, 10 years ago, he laid out a vision of how designers would collaborate by SHARING models what they new, stitching the pieces together and then have algorithms figure out how to optimize across the entire model.  We called the framework DOME – and it existing simply to let you try more design options and more quickly reach a GLOBAL optimum. The research continues today with an offshoot in the form of Oculus, providing tools for engineering design.

Whats more interesting is that the idea seems to be showing up everywhere. In a recent negotiation class, we discussed approaches which “increase the pie”. Why? Well it turns out that the value of the deal to all parties in the negotiation can be higher if they collaborate. But, it requires SHARING. Negotiation is not usually associated with sharing and collaboration. But when you share, others can see what might be valuable to you and together you can avoid local optimal solutions.

The same appears to be true in social media  Sharing your interests, emotions and thoughts does many things, but it enables better optimization. I think just the simple act of sharing, enables people to know more about what you might need or value. They can then propose ways to work together, maybe even a date. But the this would have been very tough without sharing. And the “sharer” and “sharee” (?) would have been worse off, locally but not globally optimizing.

Maybe this is a new role for advertising: figure out what people need or want from everything they are sharing and bring it to them.