Lift11 Conference 2010 a co creative future

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Nick Coates' talk, ‘A co-creative future’ was about co-creation as a tool for innovation. He explores some of the key principles of co-creation as he sees it, and uses examples to illustrate different degrees of co-creativity. He also looks briefly at future potential and challenges.

For more information go to:
http://www.promisecorp.com/blog/?p=1415

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Lift11 Conference 2010 a co creative future

  1. 1. A co-creative futureDr Nick CoatesResearch Director, Promise
  2. 2. 1Old ideas in new clothing
  3. 3. Co-creation’s come of age Co-creation articles in Google Scholar 1,770 1,410 1,070 800 630 550 400 340 270 220 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009Source: Promise, based on Google Scholar data. Retrieved on 27th July 2010 using the search term ‘co-creation’ and sorted by year. 2010 data excluded as incomplete.
  4. 4. But co-creation as an idea is not new! 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)
  5. 5. Co-creation’s 6 guiding principles#1 NO SPECTATORS! Burning Man
  6. 6. Co-creation’s 6 guiding principles#1 NO SPECTATORS! Burning Man#2 DIVERSITY RULES Bletchley Park
  7. 7. Co-creation’s 6 guiding principles#1 NO SPECTATORS! Burning Man#2 DIVERSITY RULES Bletchley Park#3 HUMILITY IS THE MOTHER OF CO-CREATION Open Source
  8. 8. Co-creation’s 6 guiding principles#1 NO SPECTATORS! Burning Man#2 DIVERSITY RULES Bletchley Park#3 HUMILITY IS THE MOTHER OF CO-CREATION Open Source#4 INVOLVE YOUR USERS Literary Theory
  9. 9. Co-creation’s 6 guiding principles#1 NO SPECTATORS! Burning Man#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. 10. Co-creation’s 6 guiding principles#1 NO SPECTATORS! Burning Man#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. 11. 2Co-creation today
  12. 12. 2Co-creation today#1 What is co-creation?
  13. 13. NOT mass customisationPersonal value > shared value | No interaction
  14. 14. NOT open innovationCompetition-based | Individual achievement > group
  15. 15. NOT crowdsourcingOutsourcing ethos – competition basis | Little group interaction]
  16. 16. What defines co-creationThe three Cs of Co-creation
  17. 17. 2Co-creation today#1 What is co-creation?#2 Co-creation in action
  18. 18. Example 1: customer idea exchangesMystarbucksidea.com
  19. 19. Example 2: inventing the future of a categoryCo-creating the new A380 for Etihad
  20. 20. Example 3: bringing organisations togetherCo-creating a higher purpose for Kraft Foods
  21. 21. Example 4: the participatory museumThe community becomes the creator at Wing Luke Asian Museum
  22. 22. 3The future’s bright, the future’s co-creative
  23. 23. The future’s bright, the future’s ... co-connectiveGoing further and deeper with C21st 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. 24. The future’s bright, the future’s ... co-productiveVisualisation, mashups, pro-am media technology and 3D printing
  25. 25. But there are challenges...4 risks to watch out for 1. OWNERSHIP 2. IMPACT 3. FATIGUE 4. KEEPING IT REAL How do we How do we ensure Will co-creators How do we avoid address IP and follow-through and keep it up once the the technocratic incentivisation? momentum? novelty’s gone? urge?
  26. 26. MERCI BIEN!

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