The document discusses the concept of "outside innovation" where customers play an active role in co-designing products and business processes. It provides examples of companies like Mozilla, Karmaloop, and National Instruments that engage customers as consultants, contributors, guides, promoters, and lead customers. The key aspects discussed are engaging lead users to identify unmet needs, conducting ethnographic research, co-designing solutions, providing tools to help customers achieve their goals, and empowering open participation and peer production.

1. Outside Innovation How to Leverage Your Customers’ Creativity Patricia Seybold, CEO Patricia Seybold Group, Inc. NEDMA- May 14, 2007

5. © 2006 Staples, Inc. Customers determined how to categorize products Ethnographic research led to Easy Reorder

6. Lead customers Consultants Guides Contributors Promoters Five Roles Customers want to Play

8. Mozilla is Designed by Lead Users & Contributors

9. Mozilla is QA’d by Users Acting as Consultants

10. Mozilla is Supported by Users acting as Guides

11. Mozilla is Promoted by Users

12. Karmaloop’s Lead Customers: Urban Streetwear

13. Karmaloop Community Finds and Reps the Products

14. Customers are acknowledged for posting Customers rate each other’s contributions! National Instruments’ Vibrant Community 50% of new products created by customers

20. Co-Designed a Solution to Meet their Goals I want to borrow money easily, on my terms, to meet my goals without dealing with an impersonal institution. I want to invest money safely, on my terms, grow my income, help others improve their lives.

21. Co-Design to Meet Customers’ Outcomes Customers’ Streamlined Scenarios Your Company’s Streamlined Processes Moment of Truth Moment of Truth Desired Outcomes

24. Provide Tools to Help them Reach their Goals Koko Fitness Smartrainer

25. Koko Fitness Provides Realtime Feedback

26. Build an Ecosystem around Customers’ Outcomes

27. Use Customer Co-Design to Achieve:

28. Co-Design to Meet Customers’ Outcomes Customers’ Streamlined Scenarios Your Company’s Streamlined Processes Your Partners’ Streamlined Processes Moment of Truth Moment of Truth Desired Outcomes

31. Provide Tools to Help Customers Reach their Goals

32. National Semiconductor’s WEBENCH  Toolkit Application Resources System Overview Diagram Layout Sortable Selection Guide WEBENCH Simulation

34. Provide Customization and Innovation Toolkits

35. Let Customers use Your Tools Anywhere! Design your shoes on your cell phone, and see your design on the Billboard in Times Square

36. Let Customers use Your Tools Anywhere!

37. Support a Continuum of Customer Innovation

38. Help Customers Strut their Stuff

39. Help Customers Strut their Stuff

40. Discover New Products & Services

41. Help Customers Strut their Stuff

42. Customers Will Create their own Mash Ups

43. Engage in Open Access and Peer Production

44. Next generation games: Co-designed by customers