Co-Creation is an increasingly interesting and talked about topic of conversation. Yet some are left to ponder its relevance and value to an organization. During this webinar, Jennifer Kitchen, Managing Director of Promise North America will challenge the audience to think about “Why aren’t organizations infusing co-creation into their brand development processes?” As fodder to the discussion, Jennifer will draw upon real-life stories from a range of co-creation believers and skeptics.

1. Our challenge today: If Co-creation is such a hot
topic…why aren’t all businesses embracing it?
Co-creation Forum
Presented by Jennifer Kitchen, Managing Director, USA
Promise Corporation
November 18, 2011

2. “The act of involving consumers directly,
and in some cases repeatedly, in the product
creation or innovation process. Companies
engage with consumers on initial
product concepts and ideas, and they use
consumers as a resource throughout
the product development life cycle.”
Doug Williams, Forrester Research

3. Journey of businesses over the past few centuries…
“If I had asked people “Advertising people who “Successful
what they wanted they ignore research are as organizations co-create
would have said a faster dangerous as generals who products & services with
horse” ignore decodes of enemy customers”
signals”

4. Co-creation as a catalyst of outside-in thinking…not inside-out thinking
“I’d rather have…(the)
conversation in my living room
than someone else’s”
(Michael Dell CEO, 2008)

5. If Co-creation is such a hot
topic…why aren’t all
businesses embracing it..?

6. The believers are really
passionate about co-creation.
The Experience
The Necessity
The Opportunity

7. The Experience
“In the 10 years I’ve been involved in “Great insights and direction on brand
airline industry research, I have heard strategy. It was fantastic that we really
things today that I have never started working with our
heard before. It’s been fantastic!” customers on strategic brand issues”
Premium product manager
Global Airline Marketing Director, Healthcare
“To have created such a unique brand and
product, shared by twelve totally separate
companies, is a huge achievement in itself,
and something to which the Promise team has
made a significant contribution”
CEO, Global Hotel

8. The Necessity
“Co-creation is a
revolution that is
happening. The train has
already left the station. We
are moving into a time, where
companies are going to have to
become a network orchestrator.
Companies are shifting from doing
everything themselves, to becoming
”The world is too fast, too coordinators of a network.”
complex and too networked Jean-Yves Minet, Executive Director, Global
Market Development
for any company to have all the Estée Lauder Companies
answers inside”
Yochai Benkler, author of The Wealth Of Networks

9. The Opportunity

10. The believers, yet
baffled have a few
questions remaining…

11. A few questions worth talking about…
1. Are consumers really able to be creative?
2. What is my role in all of this?
3. How do I get my organization to change?

12. Question #1
Are consumers
really able to be
creative?

13. A business leaders point of view…
Where do the best ideas come from? (according to business leaders)

14. Everyone is creative in their own right because they are
Everyone is creative. continually being creative in all the things they do from the
Creativity =
Living is creating. 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.
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!
Source: Promise - Brand Together Community 2010

15. Two key ingredients to harnessing creativity
The Space The Tools
• Safe • Art from within
• Trusted • Absence
• Empowered • Projection
• Collaborative • Self-discovery
• With Purpose • Tantrum

16. Tantrum

17. Art from Within

18. Question #2
What is my role in
all of this?

19. Doesn’t it actually get me further
Sounding board Speed
More minds Efficiency
Supporting your cause Caring about your brand

20. Question #3
How do I get my
organization to
change?

21. Our prediction:
Organizations of the future will be truly co-creative
“Co-creative”
ADJECTIVE
Cultural focus
“Co-create”
VERB
Process focus
“Co-creation”
NOUN
Product focus

22. 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

23. Co-creation as NPD: the case of Danone
Challenge: Solution: Outcome:
The Activia Advisory Board:
1) Increase 82% more effective
penetration & insights
frequency through
communications
9% uplift in base
sales
2) Fill the NPD
pipeline with brand
innovations • 400 women
10 new product
• 3 months propositions
• 1,300 hours online

24. Co-creation in the mid-term: facilitating change
Focus:
Process
Discipline:
Internal change management
Success:
“Co-create” The impetus and action caused
as a result of the process
VERB
Process focus
“Co-creation”
NOUN
Product focus

25. Co-creation as change: the case of Kraft
Challenge: Solution: Outcome:
Following major Big Talk: Co-created mission,
acquisitions & vision & values in
changes, create the under four months
“new Kraft foods” This project is a
landmark. Using
Big Talk Online:
Co-creation was one
of the single most
important decisions
we made.
Perry Yeatman
SVP Corporate Affairs
Kraft Foods

26. Co-creation in the long-term: a way of being
Focus:
“Co-creative” Organizational approach to
customers
ADJECTIVE
Discipline:
Cultural focus
Strategic and transformative
“Co-create” Success:
A belief system and approach
VERB to the customer
Process focus
“Co-creation”
NOUN
Product focus

27. “Co-creation instills change in the organization. And a large
organization becoming co-creative is still 10 years away.
Changing large organizations is difficult – even if they are
trying to. But, look at what happened with the digital world
and social media. It took time for it to become as huge as it is
today, but co-creation will get there. Companies want to see
results – they need to do “tests” (i.e. small projects) to see it
and to see if it works. This is why it will take such a long time.”
Jean-Yves Minet, Executive Director, Global Market Development,
Estée Lauder Companies

28. If Co-creation is such a hot
topic…why aren’t all
businesses embracing it..?

29. Thank you!
for more information please ask: Promise Corporation
Jennifer Kitchen | MD North America 99 Madison Ave
jkitchen@promisecorp.com New York, NY 10016
t: +1 616 401 5184
w: www.promisecorp.com