If you can’t explain it to your grandmother, forget it. - Luc Galoppin
The Case for Co-Creation
In a world where information is no longer scarce, productivity is about connecting customers and
employees in a different way. Customers own your brand by advocating or disliking it.
Like it or not, the internet has shifted the ownership of your brand to your customers. The real value
of your marketing efforts is in the message received by your customers, and no longer in the slogan
as it was pimped by your marketing department.
Productivity now depends on your ability
to include customers into the story of your product.
Here is the twist: when consumers own your brand, productivity depends on your ability to include
customers into the story of your product. The same goes for projects: ownership demands for
inclusion into the creative process.
As a consequence, compliance is no longer the shortest path to productivity. And by the way:
information is no longer a scarcity.
Without any doubt compliance is still the shortest path towards a stable objective. It calls for well-
defined function descriptions and performance reviews. And did you notice that it also makes sheep
out of your workforce?
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