Today I'm pleased to share part III of my interview with Here Comes Everybody author Clay Shirky (recorded in London on September 30 at the offices of Incisive Media). It is part of a 35min interview. Parts one: 'How algorithms caused the credit crunch' and two: 'Why email trumps facebook et al' can already be found on this blog (dated Oct 1 and 2, 2008).In part three Clay discusses the different qualities of interaction required to humanise brands - and how creatives can welcome collaboration rather than seal it out. As Clay puts it: "Brands aren't people. They don't interact. People do." And he warns creatives who seek perfection in their campaigns: "Something cleaned up right to the edges has no room for me. Perfection says, you don't belong here." Clay's contention is messiness is human and acts as a welcome matt for interaction. Watch the video below: See him in person here. Buy his book, here. FasterFuture is regularly updated by David Cushman