Introduction to Co-creation, 30.11.2010, Rezonance/Lift, Geneva

Introduction to Co-creationFelix KochConsultancy Director – Promise Communities

Insight Innovation Strategy

Client logo(no bigger than box)

Tour d’horizon! Client logo (no bigger than box)

The old world firm, organisation/ clearly defined company boundaries consumer/ citizen

Production & consumption are separated.

New products & concepts are developed by expertsisolated from consumer needs & creativity. Client logo (no bigger than box)

Consumer input – if elicited – is tightlycontrolled, mediated and mostly uncreative. Client logo (no bigger than box)

The old world organisation/ company consumer/ citizen

The new world organisation/ companyorganisation/ consumer/ company citizen consumer/ citizen

The new worldorganisation/ consumer/ company citizen

The new world organisation consumer company citizenpermeable co-creativeboundaries spaces

Consumers become producers.

New products are developed by experts andconsumers sharing collaborative spaces.

Consumer input is unmediated, bottom-up &creative.

In the grand scheme of things we are returningto old values and relationships: pre-capitalist capitalist web-capitalist one-to-one one-to-many one-to-one/ many-to-many craftmanship mass production mass customisation direct feedback indirect feedback direct feedback dialogue silos dialogue bottom-up top-down bottom-up

Working definition: Co-creation is an active, creative and social process, based on collaboration between producers & users, that is initiated by the organisation to generate value for consumers. Client logo (no bigger than box)

Taxonomy (what is co-creation and what isn’t) Client logo (no bigger than box)Past.Present.Future. Where next for co-creation? September 2010

Timeline: co-creation & selected predecessors pre-history 1960s 1970s 1980s 1990s 2000s 2010Psychoanalysis (Freud) Participatory architecture (Gehl, Price, Huth) User innovation (von Hippel) User-centered design Open source movement (Linux, Mozilla) Application of co-creative principles Client logo (no bigger than box)

Although co-creation is not new, the sheer scale of its current growth is without comparison: Mentions of ‘co-creation’ in Articles Academic Co-Creation the scholarly domain 2,000 1,800 1,600 Number of article & citation hits 1,400 1,200 1,000 800 600 400 200 0 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 Year of PublicationSource: Promise, based on Google Scholar data. Retrieved on 27 th July 2010 using the search term ‘co-creation’ and sorted by year. 2010 data excluded as incomplete.

But why now?!?

Co-creation catalyst #1: the ICT revolution

Co-creation catalyst #2: explosion of social web

Co-creation catalyst #3: cognitive surplus (Shirky) US adults spend 200 billion hours each year watching TV 100 million hours needed to create Wikipedia

Co-creation is not a trend or a fad but anemerging discipline!

Who to co-create with and with what objective? 1. Insight/Market research stakeholders 2. New products & services 3. Engagement/buy-in organisation consumers/ employees citizens

Benefits: there are more smart people outside ofyour organisation than inside it.

Benefits: leverage creativitythrough diversity & recognition of the individual

Benefits: legitimise decision-making throughbottom-up involvement

Success: how we can measure the impact ofco-creation?

The rules of co-creation: be a good host

The rules of co-creation: be a good host 1. Define and market the higher purpose of the endeavour 2. Foster interaction within peers 3. Ensure diversity 4. There is no such thing as a bad idea 5. Transparency 6. Frame the beginning, middle and end 7. Professional, personal, private 8. Say "thank you"

Summary• Definition: the two circles• Co-creation is not new, but the sheer scale of its growth is• Co-creation is an emerging discipline, not a trend• Co-creation can solve insight, innovation & engagement challenges• Companies can hugely benefit from co-creative practices• It can (and should be measured)• Be a good host!

Merci beaucoup! Felix Koch Consultancy Director – Promise Communities fkoch@promisecorp.com SourcesPanorama: http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/1/40286/504087/Abi%20Daker%20London%20360%20panorama%20segment.jpgViewing Facility: www.axiom-mr.com/sites/239/uploaded/images/DSC_0764.JPGIdeastorm: www.ideastorm.com/NIKE ID :http://farm4.static.flickr.com/3583/3339817999_5bf13dc5d5.jpg?v=0FIAT Mio: http://green.autoblog.com/2010/10/28/fiat-shows-off-new-mio-concept-car-at-sao-paulo-auto-show/Tube map: www.flickr.com/photos/ottonassar/Hype: www.flickr.com/photos/kerryank/4945236568/sizes/o/Clay Shirky www.informationisbeautiful.net/2010/cognitive-surplus-visualized/Facebook Stats www.bmob.co.uk/wp-content/uploads/2010/07/facebookgrowth-2004-to-2010.gifSuccess criteria: Promise/LSE Enterprise (2009): Co-creation: new pathways to value. At www.promisecorp.com/newpathwaysDinner: http://ny-image2.etsy.com/il_fullxfull.85923226.jpg

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Introduction to Co-creation, 30.11.2010, Rezonance/Lift, Geneva

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