An Introduction to co-creation for Goldsmiths MA Students

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  • http://www.axiom-mr.com/sites/239/uploaded/images/DSC_0764.JPG
  • Access to cheap, fast and reliable internet has reached critical mass in many societies.This is the pre-condition for anything we discuss at this conference!Development of Linux the blue-print for online co-creation as we know it today – however it took about 15 years for these principles to reach the masses.http://www.flickr.com/photos/ottonassar/
  • It is hard to underestimate how much the social web has empowered us: it has given us the chance to stop being ‘consumers’ of the industrial age and turn into active ‘participants’ who have and share opinions, create and distribute user-generated content and who have an active stake in the brands and products we like. Arguably today, people have the chance to influence the relationship they have with brands and products more than at any point in history. The rise and importance of co-creation is merely a by-product of these processes.
  • The web diverted overflow of free time from (largely) passive TV watching to (largely) active web participationChallenge: how to harness the free time in activities that engage and dont feel like work!http://www.informationisbeautiful.net/2010/cognitive-surplus-visualized/
  • Relationships are the source of resultsGenuine co-creation does not happen instantaneously. Inherently people struggle to work with other people who they don’t know/ trust/ empathise with. That is why at the start of any co-creation initiative - whether a workshop, online community or series of events – it is crucial to give people time to bond and engage with each other on a personal level. Giving people challenging creative tasks like inventing a game that has never been played before or writing a story that links everyone in the group are examples of ways of building relationships and stimulating thinking.
  • First up, co-creation is NOT mass customisation, which is really about choosing fromoptions to create a potentially unique item. MC involves little or no interaction and thevalue created is personal. CC tends to use interaction to create shared value.
  • Finally co-creation’s not crowdsourcing, though there are often overlaps.The ethos of crowdsourcing is the ‘outsourcing’ model, with its emphasis on distributionand scale. Crowdsourcing presupposes that, either, (a) you need volume or (b) you need aspecific solution. Either way, in most cases, crowdsourcing tends not to involve building anddevelopment so much as a co-creation process.
  • http://www.museumwaalsdorp.nl/akoestiek_eerstopd.html
  • So if we had to pick 3 defining features of co-creation we could do worse than these 3 Cs.• Creativity – co-creation is a creative, i.e. playful / non-rational kind of activity in which,usually, something new is created. Being productive is a key goal• Collaboration – co-creation thrives on group interaction, snowballing and developingideas and is highly social• Control – co-creation’s neither organic nor democratic, it has a sponsor. And it needs afacilitator to drive the process along, create safety, and help interpret.So to sum up, co-creation’s more than just choosing or submitting, it’s never a solo effort(even a solo effort scaled up to crowdsourcing size) and it’s not organic or naturallyoccurring, it’s structured chaos.
  • Insight: Focus on Tata and three streams Also explain Bacardi and Nestle Innovation: Premier FoodsStrategy Development: Kraft foods
  • Insight: Focus on Tata and three streams Also explain Bacardi and Nestle Innovation: Premier FoodsStrategy Development: Kraft foods
  • Insight: Focus on Tata and three streams Also explain Bacardi and Nestle Innovation: Premier FoodsStrategy Development: Kraft foods
  • Insight: Focus on Tata and three streams Also explain Bacardi and Nestle Innovation: Premier FoodsStrategy Development: Kraft foods
  • http://www.flickr.com/photos/scarydan/ Bias through participatory techniques focus on process/technologyLack of clarity, lack of a common language, lack of theoretical framework
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