The document discusses the 'IKEA effect,' where people's labor enhances their affection for the products they create, exemplified through various case studies of collaboration and user-generated content across different sectors. It emphasizes the importance of co-creation, structural collaboration, and user engagement in fostering innovation and improving experiences. The document further explores the shift in consumer behavior, particularly among Generation Y, who prefer to collaborate and contribute to the development of products and services.

6. I made it
myself

7. The IKEA effect
Labor enhances affection for its results,
when it is fruitful.

8. A world of
Crowd-Everything

9. Broadcasting
Oliver records songs in his home studio and publishes them on his YouTube channel.

10. Improving
Kalifa improves the engine of his 1972 Citroën SM and uses online instructions to do so.

11. Crowdfunding
Ian raises money to produce the film he’s featuring in.

14. The crowd’s got talent
User-generated Muji products outperform their designer-generated counterparts.

15. Watch out for a
parallel universe

16. Be Agile
Be Open

17. DNA of collaboration methods

18. Innovation beyond the product

19. Holistic brand design
Bare Escentuals embeds a simple "swirl, tap, buff" ritual
into every brand experience.

20. Product service system
BMW plans to offer i3 owners use of longer-range BMW
vehicles for out-of-town journeys.

21. Experience environment
Amazon Kindle highlights passages that were highlighted
by others.

22. Join forces. From crowd-everything to structural collaboration.

23. Ethnography
Join forces. From crowd-everything to structural collaboration.

24. The Heineken concept club
The stories of 120 clubbers inspire the creation of a visionary pop-up club.

25. From insight to experience
Order a beer by tapping the bottle-shaped icon on the interactive bar surface.

26. Co-creation
Join forces. From crowd-everything to structural collaboration.

27. Air France & KLM transfer journey
Engaging frequent flyers in the creation of a positive transfer experience.

28. Offer them the tools to collaborate
Timed challenges and gamification stimulate a collaborative and creative setting.

29. What has changed since 1986?

30. Innovation in a Conversation Nation
Internet users
(per 100 people)
International Telecommunication
Union, World Telecommunication/ICT
Development Report and database,
and World Bank estimates.

31. High
involve-
ment
Low
involve-
ment
Social
indepen-
dence
Inter-
personal
influence
Independent
innovators
Social
influencers
Laggards Followers

32. Not only can they collaborate, they want to

33. And Gen Y?
They demand to

34. Find them in their natural habitat
People with similar interests have a tendency to unite in (virtual) communities.

35. Back end of innovation
Join forces. From crowd-everything to structural collaboration.

36. Vodafone smartphone applications
Users get access to beta versions of Vodafone services to fine-tune them together.

37. Co- isn’t short for consumer

38. Let’s get started

39. Ready It starts with you.

40. Set It’s a marathon. Not a sprint.

41. Go The world is your playground.

42. Takeaways