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CREATIVE COMMONS: SHARING IS GOOD BUSINESS

Creative Commons and sharing on your websiteSharing your ideas seems to fly in the face of sensible business practice.  So, why are so many companies sharing despite the risks of theft?  What is the Creative Commons, how can you use it, and why do we think you should share your stuff.

 
 
 

UNDERSTANDING THE CREATIVE COMMONS

According to its website, Silicon Valley's nonprofit organisation Creative Commons defines its licenses as being within the spectrum of possibilities between full copyright — all rights reserved — and the public domain — no rights reserved.

They help you keep your copyright while inviting certain uses of your work - a "some rights reserved" copyright.

The CC licenses can apply to works that are protected by copyright law.  That includes books, websites, blogs, photographs, films, videos and audio.  It allows you to share your creations with others.

Hmmm, you might be thinking that it is alright for those creative types who just want the world to see their pictures and hear their songs, but what about commercial protection?

It may seem that the Creative Commons flies in the face of protecting our intellectual property and jeopardises your vigil against content thieves who will 'pinch' your stuff?  And what about sensitive or cultural information that you don't really want the greedy masses getting their grubby hands on?

With the Internet, it is possible to distribute works, to collaborate across times and locations, and to create new, derivative works - globally and at a low cost.  As a result, there is an enormous and unprecedented stimulation of creativity and production of knowledge.

The downside is that new technologies are being used to infringe copyright on a massive scale.  Many consumers regard it as normal to disrespect the legal and legitimate claims of creators and producers of content to be paid for the use of their works.

Major right holders react by trying to prevent the deployment of technologies that can be put to infringing uses, and developing tools such as digital rights management and technological protection measures against unauthorised copying.  They also lobby for support through legal restrictions and run huge publicity campaigns designed to teach people that they must keep their hands off copyrighted material - or else.  Frankly, it's not working.

The Creative Common's say their concern is that these measures if they worked, would stifle creativity, problem-solving and collaboration.  If creators and licensors have to negotiate complicated legal rules and burdensome technical barriers, many will either ignore the rules or will not create.

So the alternative is to make it possible for creators and licensors to reserve some rights while releasing others - in ways that others can understand.

If you wanted to apply a CC license to your online work, you select a license that suits your preferences then simply include the html code in your work.  The code automatically generates the relevant “Some Rights Reserved” button or a “No Rights Reserved” button that acts as a notice to people.

You can decide whether to give people the right to copy your work, make derivative works or adaptations of your work, to distribute your work and even whether they can make money from your work.

WHY WE SAY IT'S GOOD FOR YOUR BUSINESS

So why would we here at Paua advocate the use of the CC licenses?

Simply, because allowing free and non-commercial use of your knowledge will help to promote your company.  We believe "only the best of the best share".  It's about having the real knowledge and the confidence that you are building your reputation well ahead of the cheats.

Some industry experts have already figured it out.  Free distribution of their creations generates exposure, and that builds commercial demand, which is where the real money is they say.

So how would this work in practice?

Consider the experience of our imaginary writer Dr. Ima Goodwriter.  In 2007, the Obscure&Random company publishes her hardcover book, "How to write content for websites".  Simultaneously, Ima releases her book as a free download on her website, hoping that the digital version will generate interest and prompt bookshop sales.  "I'm not doing this because I'm a generous and eccentric writer," she says.  "I'm doing it because it is a chance to make more money."

However, Ima wants her online readers to know that she has protected her work in a new way.  So she links her online book to a Creative Commons license.

She chooses a license called Attribution-NoDerivs-Noncommercial meaning that people can distribute her book for free, as long as they credit her as its author.   They are not allowed to use it as the basis for derivative works and must retain her upside potential, such as a movie deal.  She also requires payment for any commercial uses.

In the next 12 months, Ima has more than 200,000 downloads of the digital book from her site.  Her initial print run of 10,000 hard copies sells out, and the book is released as a paperback.  Ima estimates her speaking fees from people who hired her based on the buzz surrounding the giveaway digital book, is worth more than the money from her publisher.  After the success of her first book establishes her credibility, Ima receives even more money for her subsequent books.

So, does it make good business sense to use the CC licenses?  We think it does. 

Think about what parts of your business knowledge are safely shared and to what extent you want them protected or used.  The more you share, the more your potential customers will know about your business, and the more their trust and confidence in you will grow.

Have a browse through the Creative Commons website and feel free to let us know how you use it and any successes you have as a result.

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Creative Commons License

Please attribute this article to:
"Paua Interface Ltd - www.pauainterface.com"