SlideShare a Scribd company logo
1 of 72
Before we start…
time for a personal
dream…
What is typical
for December?
Did you see it?
Power to the people
in a positive and a negative way.
‘If they can bring the
Egyptian government
down in six weeks, they
can bring us down in
nanoseconds.’

Paul Polman, CEO Unilever
Fear versus Guts
Consumers positive or negative?
>80% is positive
Companies experience the impact.
Until now, we only
used the first
dimension of their
power.
First dimension: use
people to build reach.
We have seen amazing ways to create additional reach
through people engagement.
Second dimension:
Co-creation
Again,we have seen great cases of
co-creation with consumers.
By the way, who will win?
Consumers
help with cultural
differences!
Even co-creation that impacts
the brand identity of global brands.
Co-Creation is NOT enough
Co-creation is often
too opportunistic.
Let’s take
it one step
further
From Co-Creation
to Collaboration
Customers are more loyal to a brand than
     managers? Agree or disagree?




    Customers           Managers
Customers are
more loyal to
your company
than you are.
Knowing this, outsource management
   responsibilities to customers.
Outsource
purchasing
to fans.
Danone outsourced
a pitch to brand fans.
Who is familiar with Marmite?
Do you like it?
Marmite outsourced marketing
Let’s take
it one step
further
Current focus of
most companies
All four
quadrants have
    value
Structural
Collaboration
Threadless
outsourced
the company.
Ducati involves
fans in…
everything
But Steven, what about Henri Ford?
“If I had asked
people what they
wanted, they
would have said
faster horses."
Well, Henri wasn’t completely right 
Involved customers


Bring in expertise
They are
employees that
are not on the
payroll
Hiring a fan to
become part of the brand,
   can be the future.
Consumers
are probably the
most effective
consultants your
company can hire.
…the customer
  is hardly
represented?
Bring the
customer in the
boardroom
Bring the
boardroom to
the customer
Your 2012
mission
Co-Creation   Collaboration    Structural
                              collaboration
Consumer     Brainstorming
consulting




  Offer         Content
 Service       marketing
Start today!
Start every
meeting with
a story about
a customer.
Create a listening culture
by sharing customer stories.
Create a customer
consulting board.
Good luck
in your
journey!
Thank you!

Steven@insites.eu
@Steven_insites

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