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Co creation through the looking glass


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A presentation about ways of working more creatively with consumers in co-creation work.
Given at the world Mass-Customisation, Personalisation and Co-Creation conference (MCPC 2011) in San Francisco.

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Co creation through the looking glass

  1. 1. Co-creation through the looking glass Harnessing consumer creativity Dr Nick Coates, Research Director, Promise Corporation @nickcoates Anna Peters, Senior Consultant, Promise North America @stand_in_line
  2. 2. <ul><li>Why care? </li></ul>
  3. 3. Evidence I : creative consumer
  4. 4. Evidence II : customer centricity Where do the best ideas come from? (according to business leaders)
  5. 5. Evidence III: cognitive surplus
  6. 6. <ul><li>This is a presentation about how we can make more of the inherent creativity of humans when we involve them in co-creation. </li></ul><ul><li>DELETE THE IMAGE TO REPLACE IT </li></ul>
  7. 7. <ul><li>Hang on a sec! </li></ul>
  8. 8. I need an idea, NOW! 1 Demanding Divas
  9. 9. 2 Precious Professionals Step away from the creative!!!!
  10. 10. So isn’t creativity a special skill?
  11. 11. Most people don’t agree n=2,000
  12. 13. <ul><li>Our view: </li></ul><ul><li>We are all creative </li></ul>
  13. 14. <ul><li>Ask yourselves... </li></ul>If your boss calls when you’re on your 3 rd martini tonight what will you say? If you murdered someone during MCPC and were asked what you’d been up to what would you say?
  14. 15. Creativity = Anyone can be creative, especially if they are given the encouragement and the opportunity. Watch a small child playing - they are creating a world around themselves and the inhabitants of that world. As we get older, we become more self conscious and lose that ability to get lost in our creative minds. We are told that things are good or not good and become more self critical. Many times I'll meet someone who I think is clueless, and then he or she comes up with the best solution to a problem. Never judge a book by its cover! Everyone is creative. Living is creating. Everyone is creative in their own right because they are continually being creative in all the things they do from the way you do your hair you are creating your personal style to which colour curtains you have in your bedroom. From the meals you create to the stories you create for your children creativity never stops. Source: Promise - Brand Together Community 2010
  15. 16. <ul><li>Barrier #1 </li></ul><ul><li>The still pervasive myth of the creative ‘genius’ or expert </li></ul>
  16. 17. <ul><li>Barrier #2 </li></ul><ul><li>The currency of co-creation is often seen as just ‘ideas’ </li></ul>
  17. 18. <ul><li>Barrier #3 </li></ul><ul><li>The enemy of creativity is inhibition </li></ul>
  18. 19. <ul><li>Wonderland: </li></ul><ul><li>A place where creativity is possible </li></ul>
  19. 20. We need to create our own ‘wonderland’
  21. 23. <ul><li>Enabler: </li></ul><ul><li>Tantrum </li></ul><ul><li>1. Think back to what it’s like to be a 3 year old </li></ul><ul><li>2. Start making unreasonable requests </li></ul><ul><li>3. Stamp your feet, shout louder, repeat 1-3 </li></ul>
  22. 24. <ul><li>Activity: </li></ul><ul><li>Art from Within </li></ul>
  23. 25. Art from Within : relationship with the taxman 2010. HMRC Tax Compliance project. See Brand Together, Kogan Page, 2012.
  24. 26. Art from Within : the zen of fuel saving 2010. Shell, Psychology of Fuel Saving Workshop DRESDEN
  25. 28. <ul><li>OPPOSITES | EXTREMES | ABSENCE </li></ul>
  26. 29. <ul><li>Enabler: </li></ul><ul><li>Crazy Bank </li></ul><ul><li>1. The bank that only lets you pay in cash </li></ul><ul><li>2. The bank that only opens between 9 and 5 </li></ul><ul><li>3. That bank that doesn’t care if it loses you money </li></ul>
  27. 30. <ul><li>Activity: </li></ul><ul><li>W orld without X </li></ul><ul><li>Spend 45 minutes building a world </li></ul><ul><li>WITHOUT CASH </li></ul>
  28. 31. Insight: NO CASH = BETTER MONEY
  29. 33. RULES | RESTRICTIONS | DEMANDS How long you have Who you work with What you work on What you build on What you create Time Team Focus Stimulus Outputs
  30. 34. <ul><li>Enabler: </li></ul><ul><li>invent your own game </li></ul><ul><li>1. Invent a game that’s never been played before </li></ul><ul><li>2. Create rules, a name and get ready to do a demo </li></ul><ul><li>3. You’ve got 3 minutes </li></ul>
  31. 35. <ul><li>Activity: </li></ul><ul><li>the art exhibition in 50 mins </li></ul>
  32. 36. New Value: an art exhibit in 50 mins Did you hear? Digital Media BANK The Social Gym Sculpture HEALTH 1 2 Kitchen Table Spoken Word SUPERMARKET Love Hate Collage CELLPHONE 3 4 Feed not Greed Pen & Polyboard FOOD 5 ID Painting RETAIL 6
  33. 37. <ul><li>Impossible? </li></ul>
  34. 38. “ There’s no use trying”, said Alice, “one can’t believe impossible things”
  35. 39. I daresay you haven't had much practice,&quot; said the Queen. &quot;When I was your age, I always did it for half-an-hour a day. Why, sometimes I've believed as many as six impossible things before breakfast.
  36. 40. <ul><li>We believe in consumer creativity </li></ul><ul><li>Let’s learn from Alice’s adventures </li></ul><ul><li>Let’s learn to think more impossible thoughts </li></ul><ul><li>Let’s build our own co-creation wonderlands </li></ul>
  37. 41. Thank you!