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