This Thing Called Co-Creation

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A short presentation about the culture and onslaught of co-creation, and what brands and organisations need to do

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This Thing Called Co-Creation

  1. ©StephenCribbett2013ThisThingCalled‘Co-creation’May 2013
  2. ©StephenCribbett2013Co-creationisn’tanewwayofthinking...
  3. ...buttheabilityforbrandsandorganisationstoextensivelyinvolvepeoplefromaroundtheworldindesignanddevelopmenthasonlybeenpossiblesincethearrivaloftheinternet
  4. ©StephenCribbett2013Whatisco-creation?
  5. Thecollaborativedevelopmentofsustainable,sharedvaluebetweenanorganisationorbrandandit’susers,consumers,staff,employees,suppliersandpartners.Whatisco-creation?
  6. ©StephenCribbett2012
  7. ©StephenCribbett2013orputanotherway...
  8. ©StephenCribbett2012Peopleworkingtogethertogenerate,cultivateanddelivernewideas-productsorservicesolutions-thattheythemselveswillbenefitfrom
  9. We try never to forget that medicine is for the people. It is notfor the profits. The profits follow, and if we have rememberedthat, they have never failed to appear. The better we haveremembered it, the larger they have been.George Wilhelm Merck’s address to the Medical College of Virginia, Richmond (1st Dec, 1950)
  10. Co-creationturnsmarketresearch,R&Danddesignintoadynamic,naturalprocessinvolvingawiderrangeofstakeholders.Whatisco-creation?
  11. Thoseinvolvedinco-creation-insideandoutsidethesponsoringorganisationorbrand-mustbewillingtosharetheriskandharnesstheirskillsinordertoreceivegreaterreward.Whatisco-creation?
  12. Yourco-creationeffortswillFAILifyouthinkittakesplaceinasingleworkshopsessionWhatisco-creation?
  13. It’sabouthumanisingbusinessandmakingthingshappensystematicallyaspartofanewcultureofbeing‘social’Whatisco-creation?
  14. ‘Machineshelp,buttheydon’tmakeideas’KarlLagerfeldatLeWeb
  15. ©StephenCribbett2013Whatarethecurrentfailingsthatco-creationaddresses?
  16. ©StephenCribbett2012Currentfailingsthatco-creationaddresses?• TraditionalR&Dandinnovationprocessiscostlyoftimeandmoney• Collaborationwithconsumersistoolateinthedaytoimpactthesolution• Innovationislimitedbythepowerofthebrainsemployedbytheorganisation• Glassceilingsandbadmanagementgetinthewayofgreatideas
  17. ©StephenCribbett2013Whyco-creationholdsvalueforbrandsandorganisations?
  18. Peoplewanttobeinvolvedinwhatiscreatedforthem.Whyco-creationholdsvalueforbrandsandorganisations?
  19. Whenpeopleworktogetherinanengagedway,theyhavetheabilitytogenerateideasandsolutionsthesmartestmindsalonecouldnot.Whyco-creationholdsvalueforbrandsandorganisations?
  20. ScientificexperimentshaveshownthatmeaningfulinteractionsamongindividualsenablepeopletolearnfasterandremembermoreofwhattheylearnedWhyco-creationholdsvalueforbrandsandorganisations?
  21. ©StephenCribbett2013Whynow?
  22. Peoplearenowhappierthanevertosharetheirexperiences,opinionsWhynow?
  23. PeoplenowhavethetoolsandconnectionstomakebetteruseoftheirlatenttalentandcreativityWhynow?
  24. Co-creationcantakeplaceonlineandoffline,butit’sunquestionedthatglobalonlineconnectivityhasenhancedthepowerofco-creationten-foldWhynow?
  25. Whathinderedco-creationinthepastwasanorganisations‘closed’wayofdoingbusinessandbeinginnovative
  26. Forco-creationtotakeplace,anorganisationneedstoembracechange-fromaclosed,top-downorganisationtoanopen,transparentanddemocraticsystem
  27. ©StephenCribbett2013Whocanyouco-createwith?
  28. ©StephenCribbett2012CrowdsCoalitionsCommunitiesKindredspiritsExpertsColleagues
  29. CrowdsFansCoalitionsCommunitiesKindredspiritsExpertsColleaguesAcademics
  30. ©StephenCribbett2013Whatelsedoyouneed?
  31. ©StephenCribbett2012People who give a shit about your brand
  32. ©StephenCribbett2012
  33. ©StephenCribbett2012Don’t be fooled into thinking that includespeople who ‘like’ you on Facebook
  34. ©StephenCribbett2012
  35. ©StephenCribbett20125%Proportion of ‘fans’ talking about yourbrand on FacebookSOURCE: KAREN NELSON-FIELD & JENNIFER TAYLOR, ‘FACEBOOK FANS: A FAN FOR LIFE?’, ADMAP, MAY 2012
  36. ©StephenCribbett2012Find the ‘actors’ and differentiate them fromyour ‘audience’. These are the people to co-create with.
  37. ©StephenCribbett2012Ask the right questions and framethem as challenges
  38. ©StephenCribbett2013End this presentation knowing that...
  39. ©StephenCribbett20121.Co-creationrequirescultural,technologyandoperationalchangestomanifest2.Co-creationisn’tjustabouthavingsome‘technology’inplace(thoughaplatformisneeded),it’saboutharnessinghumanbehaviours,goodwillandpassion3.Youshouldembedco-creationwithinyourorganisation,notjustviewitasadeliverableofanexternalagent4.Aimtogenerateshared,sustainablevalue
  40. ©StephenCribbett2013and when done well, co-creation delivers...
  41. • Thetransitiontonewbusinessmodels• Sustaineduser/customer/stakeholderinvolvement• Enhancedinnovationcapabilities• Greaterconnections• Competitiveadvantage• DecreasedR&Dandmarketingcosts• Morecustomers;loyalcustomers• Happier,morerewardedpeople;-)
  42. ©StephenCribbett2013So..
  43. ©StephenCribbett2013...to end on an over-usedquote by Confucious
  44. ©StephenCribbett2013Tell me, and I’ll forgetShow me, and I may rememberInvolve me, and I will understand
  45. ©StephenCribbett2013...or put another way
  46. ©StephenCribbett2013Broadcast to me, and I’ll forgetShare with me, and I may rememberCo-create with me, and I will endorse, buy moreand remain loyal!
  47. ©StephenCribbett2013Tofindouthowco-creationcanbeputtoworkforyou,contactStephenCribbetton+44(0)7973663867oremailscribbett@gmail.com

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