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

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Introduction to co-creation presented by Felix Koch at the First event of Rezonance in Geneva. Link: http://www.rezonance.ch/rezo/classes/ft-first-tuesday/geneve/20101130/one-community?page_num=0

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

  1. 1. Introduction to Co-creationFelix KochConsultancy Director – Promise Communities
  2. 2. Insight Innovation Strategy
  3. 3. Client logo(no bigger than box)
  4. 4. Tour d’horizon! Client logo (no bigger than box)
  5. 5. The old world firm, organisation/ clearly defined company boundaries consumer/ citizen
  6. 6. Production & consumption are separated.
  7. 7. New products & concepts are developed by expertsisolated from consumer needs & creativity. Client logo (no bigger than box)
  8. 8. Consumer input – if elicited – is tightlycontrolled, mediated and mostly uncreative. Client logo (no bigger than box)
  9. 9. The old world organisation/ company consumer/ citizen
  10. 10. The new world organisation/ companyorganisation/ consumer/ company citizen consumer/ citizen
  11. 11. The new worldorganisation/ consumer/ company citizen
  12. 12. The new world organisation consumer company citizenpermeable co-creativeboundaries spaces
  13. 13. Consumers become producers.
  14. 14. New products are developed by experts andconsumers sharing collaborative spaces.
  15. 15. Consumer input is unmediated, bottom-up &creative.
  16. 16. 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
  17. 17. 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)
  18. 18. 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
  19. 19. 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)
  20. 20. 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.
  21. 21. But why now?!?
  22. 22. Co-creation catalyst #1: the ICT revolution
  23. 23. Co-creation catalyst #2: explosion of social web
  24. 24. Co-creation catalyst #3: cognitive surplus (Shirky) US adults spend 200 billion hours each year watching TV 100 million hours needed to create Wikipedia
  25. 25. Co-creation is not a trend or a fad but anemerging discipline!
  26. 26. 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
  27. 27. Benefits: there are more smart people outside ofyour organisation than inside it.
  28. 28. Benefits: leverage creativitythrough diversity & recognition of the individual
  29. 29. Benefits: legitimise decision-making throughbottom-up involvement
  30. 30. Success: how we can measure the impact ofco-creation?
  31. 31. The rules of co-creation: be a good host
  32. 32. 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"
  33. 33. 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!
  34. 34. 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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