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Lift 2011 a co creative future v3
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Lift 2011 a co creative future v3

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Presentation given at LIFT11: what can the future do for you? Geneva, February 3rd 2011.

Presentation given at LIFT11: what can the future do for you? Geneva, February 3rd 2011.


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  • 1. A co-creative future Dr Nick Coates Research Director, Promise
  • 2. 1 Old ideas in new clothing
  • 3. Source: 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. Co-creation’s come of age
  • 4. 2000s 2010 1960s 1970s 1980s 1990s pre-history Participatory architecture (Gehl, Price, Huth) Psychoanalysis (Freud) User innovation (von Hippel) Open source movement (Linux, Mozilla) User-centered design But co-creation as an idea is not new!
  • 5. #1 NO SPECTATORS! Burning Man Co-creation’s 6 guiding principles
  • 6. Co-creation’s 6 guiding principles #1 NO SPECTATORS! Burning Man #2 DIVERSITY RULES Bletchley Park
  • 7. #1 NO SPECTATORS! Burning Man Co-creation’s 6 guiding principles #2 DIVERSITY RULES Bletchley Park #3 HUMILITY IS THE MOTHER OF CO-CREATION Open Source
  • 8. #1 NO SPECTATORS! Burning Man Co-creation’s 6 guiding principles #2 DIVERSITY RULES Bletchley Park #3 HUMILITY IS THE MOTHER OF CO-CREATION Open Source #4 INVOLVE YOUR USERS Literary Theory
  • 9. #1 NO SPECTATORS! Burning Man Co-creation’s 6 guiding principles #2 DIVERSITY RULES Bletchley Park #3 HUMILITY IS THE MOTHER OF CO-CREATION Open Source #4 INVOLVE YOUR USERS Literary Theory #5 SIZE OF LISTENING = SIZE OF SPEAKING Group psychology
  • 10. #1 NO SPECTATORS! Burning Man Co-creation’s 6 guiding principles #2 DIVERSITY RULES Bletchley Park #3 HUMILITY IS THE MOTHER OF CO-CREATION Open Source #4 INVOLVE YOUR USERS! Literary Theory #5 SIZE OF LISTENING = SIZE OF SPEAKING Group psychology #6 THE ANSWER ISN’T ALREADY OUT THERE Psychotherapy
  • 11. 2 Co-creation today
  • 12. 2 Co-creation today #1 What is co-creation?
  • 13. NOT mass customisation Personal value > shared value | No interaction
  • 14. NOT open innovation Competition-based | Individual achievement > group
  • 15. NOT crowdsourcing Outsourcing ethos – competition basis | Little group interaction]
  • 16. What defines co-creation The three Cs of Co-creation Creativity Collaboration Control Focus on outcomes Non-rational focus Reaching new places ‘ creative’ approaches [not just choosing] Interactivity Snowballing Real-time component Social [not a solo effort] Purposive; often time-bound Organisation-led Facilitated [not organic]
  • 17. 2 Co-creation today #1 What is co-creation? #2 Co-creation in action
  • 18. Example 1: customer idea exchanges Mystarbucksidea.com
  • 19. Example 2: inventing the future of a category Co-creating the new A380 for Etihad
  • 20. Example 3: bringing organisations together Co-creating a higher purpose for Kraft Foods
  • 21. Example 4: the participatory museum The community becomes the creator at Wing Luke Asian Museum
  • 22. 3 The future’s bright, the future’s co-creative
  • 23. The future’s bright, the future’s ... co-connective Going further and deeper with C21 st technology AUDIENCE More representative and inclusive More diversity: better engagement of both experts and non-experts Utilising the power of intergenerational technologies: Wii, iPad,Skype GEOGRAPHY Bottom of the pyramid; developing world More international / cross-cultural CHANNEL More hybrids More multichannel Utilising the power of mobile smartcomputing and the cloud
  • 24. The future’s bright, the future’s ... co-productive Visualisation, mashups, pro-am media technology and 3D printing
  • 25. But there are challenges... 4 risks to watch out for 4. KEEPING IT REAL How do we avoid the technocratic urge? 2. IMPACT How do we ensure follow-through and momentum? 3. FATIGUE Will co-creators keep it up once the novelty’s gone? 1. OWNERSHIP How do we address IP and incentivisation?
  • 26. MERCI BIEN!