Downloaded 76 times
Uploaded byStephen Cribbett
This Thing Called Co-Creation
Co-creation is a collaborative process that encourages brands and organizations to actively involve users, consumers, and other stakeholders in the design and development of products and services, enhancing innovation and shared value. It addresses shortcomings in traditional R&D by fostering meaningful engagements that leverage collective intelligence and creativity, facilitated by modern technology and global connectivity. Successful co-creation requires cultural and operational changes within organizations, shifting from a closed to an open and transparent approach.
More Related Content
![[PAPER]: The Danone Activation Studio](https://cdn.slidesharecdn.com/ss_thumbnails/thedanoneactivationstudio-160208091955-thumbnail.jpg?width=640&height=640&fit=bounds)
Similar to This Thing Called Co-Creation
This Thing Called Co-Creation
- 1.
- 2.
- 3.
- 5.
- 6.
- 7.
- 8.
- 9.
- 10. We try neverto forget that medicine is for the people. It is not for the profits. The profits follow, and if we have remembered that, they have never failed to appear. The better we have remembered it, the larger they have been. George Wilhelm Merck’s address to the Medical College of Virginia, Richmond (1st Dec, 1950)
- 11.
- 12.
- 13.
- 14.
- 15.
- 16.
- 17. ©StephenCribbett2012 Currentfailingsthatco-creationaddresses? • TraditionalR&Dandinnovationprocessiscostlyoftimeandmoney • Collaborationwithconsumersistoolateinthedaytoimpactthe solution •Innovationislimitedbythepowerofthebrainsemployedbythe organisation • Glassceilingsandbadmanagementgetinthewayofgreatideas
- 18.
- 19.
- 20.
- 21.
- 22.
- 23.
- 24.
- 26.
- 28.
- 29.
- 31.
- 32.
- 33.
- 34.
- 35. ©StephenCribbett2012 People who givea shit about your brand
- 36.
- 37. ©StephenCribbett2012 Don’t be fooledinto thinking that includes people who ‘like’ you on Facebook
- 38.
- 39. ©StephenCribbett2012 5%Proportion of ‘fans’talking about your brand on Facebook SOURCE: KAREN NELSON-FIELD & JENNIFER TAYLOR, ‘FACEBOOK FANS: A FAN FOR LIFE?’, ADMAP, MAY 2012
- 40. ©StephenCribbett2012 Find the ‘actors’and differentiate them from your ‘audience’. These are the people to co- create with.
- 41. ©StephenCribbett2012 Ask the rightquestions and frame them as challenges
- 42. ©StephenCribbett2013 End this presentationknowing that...
- 43.
- 44. ©StephenCribbett2013 and when donewell, co-creation delivers...
- 45. • Thetransitiontonewbusinessmodels • Sustaineduser/customer/stakeholderinvolvement •Enhancedinnovationcapabilities • Greaterconnections • Competitiveadvantage • DecreasedR&Dandmarketingcosts • Morecustomers;loyalcustomers • Happier,morerewardedpeople;-)
- 46.
- 47. ©StephenCribbett2013 ...to end onan over-used quote by Confucious
- 48. ©StephenCribbett2013 Tell me, andI’ll forget Show me, and I may remember Involve me, and I will understand
- 49.
- 50. ©StephenCribbett2013 Broadcast to me,and I’ll forget Share with me, and I may remember Co-create with me, and I will endorse, buy more and remain loyal!
- 51.