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Collaborative innovation: can consumers really be creative?

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Presentation at the 2014 Chief Innovation Officers' Summit

Published in: Marketing, Technology, Business
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Collaborative innovation: can consumers really be creative?

  1. 1. COLLABORATIVE INNOVATION CAN CONSUMERS REALLY BE CREATIVE?
  2. 2. 20 60 60 60 90 100 110 160 170 220 270 340 400 550 630 800 1,070 1,410 1,770 0 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 Co-creation articles in Google Scholar
  3. 3. Where do the best ideas come from? (according to business leaders, 2009)
  4. 4. “Consumers aren’t creative” “They can only help us understand the now” “They’re only useful for insight” “They can’t help us come up with new ideas” “They’re lazy and motivated by money” “They just give you compromised groupthink” “They only tell you what they think you want to hear” “They’re only good for incremental innovation”
  5. 5. “The customer is always a co-creator of value”
  6. 6. #1 RELATIONSHIPS ARE THE SOURCE OF OUR RESULTS
  7. 7. #1 RELATIONSHIPS ARE THE SOURCE OF OUR RESULTS CONNECT: GET DEEP & PERSONAL
  8. 8. WHATYOU PUT IN • Met them 3+ times • Spent 15 hours with them • Delved into the personal and private, even when it was ‘off topic’ WHATYOU GET OUT • Deeper effort and commitment • Less inhibition • Increased ‘creativity’ • Increased authenticitiy
  9. 9. #2 EVERYONE CAN BE CREATIVE
  10. 10. #2 EVERYONE CAN BE CREATIVE UPSKILLL: RESOURCEYOUR CO-CREATORS
  11. 11. #3 BREAKTHROUGHS COME FROM UNREASONABLE REQUESTS
  12. 12. #3 BREAKTHROUGHS COME FROM UNREASONABLE REQUESTS CHALLENGE: EMBRACETHE EXTREME
  13. 13. Norm was: 1 week (maybe longer) They said: 28 minutes EE built: 24 hours
  14. 14. …we need to think about them as part of our team & treat them accordingly
  15. 15. 300 consumers - “respondents” 300 collaborators - “team members” Out of 10 million customers On top of your 30 person team
  16. 16. PROFESSIONAL Finished Fluent Logical Expert Solutions UNIVERSAL Idealised Authentic Emotional Everyday Inspiration
  17. 17. Co-created solution: Orange Clone vending machine Launch solution: Clone Phone insurance service Insight: my phone’s my lifeline; content makesA phone MY phone Solution pillars: SPEED, CONVENIENCE, REPLICATION
  18. 18. TO COMPLETELY TRANSFORM THE WAY COMPANIES INNOVATE FROM “CREATED BY EXPERTS” TO “COLLABORATED WITH CONSUMERS” BY… PROVING THAT THIS WAY OF INNOVATING LEADS TO FASTER GROWTH

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