“You cannot solve a problem with the same thinking that created it.”FRONTEERSTRATEGY Albert EinsteinINNOVATION.CO-CREATION.BRAND DEVELOPMENT. 14
“No matter whoyou are, most ofthe smartestpeople work forsomeone else.”FRONTEERSTRATEGY Bill Joy, Founder Sun MicrosystemsINNOVATION.CO-CREATION.BRAND DEVELOPMENT. 15
“Co-creation unlocks the collective creativity of people to create deeply relevant solutions.”FRONTEERSTRATEGYINNOVATION.CO-CREATION.BRAND DEVELOPMENT. 16
“Co-creation is the chance for others to complete the work that you started, going well beyond what you envisioned or intended.” Henry Chesbrough,FRONTEER author of Open ServicesSTRATEGYINNOVATION.CO-CREATION.BRAND DEVELOPMENT. 17 Innovation (2011)
“Co-creation is developing new products, concepts or services together with customers, partners and other expert stakeholders.” FRONTEER STRATEGY INNOVATION. CO-CREATION. BRAND DEVELOPMENT.FRONTEERSTRATEGYINNOVATION.CO-CREATION.BRAND DEVELOPMENT. 18
Why Co-Creation? 1. Real involvement of the outside world 2. Fresh new perspectives, ideas & energy3. Innovative, compelling & round concepts 4. Point of No ReturnFRONTEERSTRATEGYINNOVATION.CO-CREATION.BRAND DEVELOPMENT. 19
4 TYPES OF CO-CREATIONFRONTEERSTRATEGYINNOVATION.CO-CREATION.BRAND DEVELOPMENT.
4 Types of Co-creation Anyone Crowd of Community of can join People Kindred SpiritsOpen- Crowd of people ness Selection Club of Coalition of process Experts Parties Initiator Initiator + Contributors Ownership 21
4 Types: Crowd of People Anyone Crowd of can join PeopleOpen- ness For any given challenge, there might be a person ‘out there’ with a Selection brilliant idea process ➡ Community, PR, Crowdsourcing Initiator Initiator + Contributors Ownership 222
99Designs What does the co-creator get out of it?FRONTEER 200-500 USDSTRATEGYINNOVATION.CO-CREATION.BRAND DEVELOPMENT.
4 Types: Community of Kindred Spirits Anyone Community of can join Kindred SpiritsOpen- ness Groups with similar interests & goals developing something for the Selection greater good process ➡ Social, Open Innovation Initiator Initiator + Contributors Ownership 322
4 Types: Coalition of Parties In certain complex situations you Anyone can join need to team up to share ideas and investmentsOpen- ➡ R&D, Relations ness Selection Coalition of process Parties Initiator Initiator + Contributors Ownership 392
4 Types: Club of Experts Speciﬁc, time-pressured challenges Anyone can join that demand expertise & breakthrough ideasOpen- ➡ Visionary, Team ness Selection Club of process Experts Initiator Initiator + Contributors Ownership 422
Upload Video, blog, Pledge project social media levels % FundedProduction.. BackersFRONTEER Days leftSTRATEGYINNOVATION.CO-CREATION.BRAND DEVELOPMENT. 55
What is really What could be good? improved? 1. Easy & Open 1. More structure 2. Trust 2. Co-creation 3. Promotion 3. Hick-upsFRONTEERSTRATEGY Source: YobbleINNOVATION.CO-CREATION.BRAND DEVELOPMENT. 56
As a result: 6 People hired to answer... 40.000 e-mails Prooduction time shortened to 30 days Very close connection to customersFRONTEERSTRATEGY Source: Wired.comINNOVATION.CO-CREATION.BRAND DEVELOPMENT. 58
“People’s use of the service is never what the creators intended.” - Investor in KickstarterFRONTEERSTRATEGY Source: Wired.comINNOVATION.CO-CREATION.BRAND DEVELOPMENT. 59
THE FUTURE?FRONTEERSTRATEGYINNOVATION.CO-CREATION.BRAND DEVELOPMENT.
How will we ﬁx a broken stroller?FRONTEERSTRATEGYINNOVATION.CO-CREATION.BRAND DEVELOPMENT. 61