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.
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 firstname.lastname@example.org 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