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The co creative organization of the future

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A presentation about moving beyond NPD as the main focus of co-creation into more transformational ways of being that affect the whole organisation. We predict that the organization of the future will be co-creative (an adjective!). Presented at the World Mass Customisation Personalisation and Co-Creation conference (MCPC 2011) in San Francisco.

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The co creative organization of the future

  1. 1. The co-creative organization of the future www.promisecorp.com @promisecorp.com Dr Nick Coates, Research Director, Promise Corporation @nickcoates Anna Peters, Senior Consultant, Promise North America @stand_in_line
  2. 2. Descartes Theory of Pain, 1664:
  3. 3. The modern health-care system Goals : extend quantity of life, reduce pain
  4. 4. sick medical intervention life death
  5. 5. An inside-out approach to the problem
  6. 6. sick ongoing health management medical intervention (if you’ve paid your insurance) psychological factors social factors psychological factors social factors After Lindsay St Clare, 2003
  7. 7. The inside-out approach fails to take into account the irrational human element
  8. 8. Business has evolved with the same ‘inside-out’ mindset Past Present service manufacturing “ if I had asked people what they wanted they would have said a faster horse” Future business 2.0 ? - FORD - OGILVY “ Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals”
  9. 9. Business has evolved with the same ‘inside-out’ mindset Past Present service manufacturing “ if I had asked people what they wanted they would have said a faster horse” Future business 2.0 - FORD - OGILVY “ Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals” “ Successful organizations co-create products & services with customers” - IBM
  10. 10. The inside-out approach to problem solving is no longer relevant
  11. 11. <ul><li>Organizations of the future will be co-creative. </li></ul>Our Prediction:
  12. 12. Our Prediction: from co-creation to co-creative “ Co- creative” “ Co- create” “ Co- creation”
  13. 13. Co-creation in the short term: emphasis on the ‘what’ Focus: Outcomes and completion Discipline: NPD and innovation Success: A function of what’s produced & an ‘objective’ assessment of value. “ Co- creation” NOUN Product focus
  14. 14. Co-creation as NPD: the case of Danone Challenge: Fill the NPD pipeline with innovation concepts in a market where all the long-hanging fruit had been taken. <ul><li>Solution: </li></ul><ul><li>The Activia Advisory Board: </li></ul><ul><li>400 women </li></ul><ul><li>3 months </li></ul><ul><li>1,300 hours online </li></ul>Outcome: 82% more effective insights 9% uplift in base sales 10 new product propositions
  15. 15. Healthcare & co-creation as NPD Goal: a new bed designed by patients, porters, surgeons, nurses & cleaners
  16. 16. Co-creation in the mid-term: facilitating change Focus: Process Discipline: Internal change management Success: The impetus and action caused as a result of the process “ Co- create” VERB Process focus “ Co- creation” NOUN Product focus
  17. 17. Co-creation as change: the case of Kraft Challenge: Following major acquisitions & changes, there was a need to create the “new Kraft foods” Solution: 1) Big Talk: 2) Big Talk Online: Outcome: Co-created mission, vision & values in under four months This project is a landmark. Using Co-creation was one of the of the single most important decisions we made . Perry Yeatman SVP Corporate Affairs Kraft Foods
  18. 18. Healthcare & co-creation as change Goal: work with sick people, well people, care-givers, doctors, nurses & administration teams to create a new customer-care charter
  19. 19. Co-creation in the long-term: a way of being “ Co- creative” ADJECTIVE Cultural focus “ Co- create” VERB Process focus “ Co- creation” NOUN Product focus Focus: Organizational approach Discipline: Strategic and transformative Success: A belief system and approach to the customer
  20. 20. 1. Customer Inside 3. Networked partners 2. Conversational Learning 4. Co-creation Platforms 6. Shared Success 5. Flexible Structures & Roles A way of being: the ‘outside-in’ approach Have customers on the board Host continuous customer conversations Facilitate the adaptation of your product & services Get rid of verticals in favour of an eco-system approach Have customer-volunteers sit with you in your office Give your consumers shares in your business
  21. 21. <ul><li>Co-creation will become a way of being. </li></ul>Our Prediction:
  22. 22. The inside-out healthcare system of the future Goals: quantity of life, reduction of pain, no sickness
  23. 23. The co- creative healthcare system of the future Goals: overall quality of life, wellbeing and joy
  24. 24. <ul><li>The co- creative 0rganization of the future: your ‘out-side in’ checklist </li></ul><ul><li>Customers Inside </li></ul>2. Networked Partners 3. Conversational Learning 4. Co-Creation Platforms 5. Flexible Structures & Roles 6. Shared Success
  25. 25. Thank you!

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