introduction to co-creation, 30.11.2010, rezonance/lift, geneva

Introduction to Co-creation

Felix KochConsultancy Director – Promise Communities

Insight Innovation Strategy

Client logo

(no bigger

than box)

Client logo

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than box)

Tour d’horizon!

organisation/

company

consumer/

citizen

firm,

clearly defined

boundaries

The old world

Production & consumption are separated.

Client logo

(no bigger

than box)

New products & concepts are developed by experts isolated from consumer needs & creativity.

Client logo

(no bigger

than box)

Consumer input – if elicited – is tightly controlled, mediated and mostly uncreative.

organisation/

company

consumer/

citizen

The old world

organisation/

company

consumer/

citizen

organisation/

company

consumer/

citizen

The new world

organisation/

company

consumer/

citizen

The new world

consumer

citizenorganisation

company

co-creative

spaces

permeable

boundaries

The new world

Consumers become producers.

New products are developed by experts and consumers sharing collaborative spaces.

Consumer input is unmediated, bottom-up & creative.

pre-capitalist

one-to-one

craftmanship

direct feedback

dialogue

bottom-up

web-capitalist

one-to-one/

many-to-many

mass customisation

direct feedback

dialogue

bottom-up

capitalist

one-to-many

mass production

indirect feedback

silos

top-down

In the grand scheme of things we are returning to old values and relationships:

Client logo

(no bigger

than box)

Working definition:

Co-creation is an active, creative and social process,

based on collaboration between producers & users,

that is initiated by the organisation to generate value

for consumers.

Client logo

(no bigger

than box)

Past.Present.Future. Where next for co-creation? September 2010

Taxonomy (what is co-creation and what isn’t)

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than box)

2000s 20101960s 1970s 1980s 1990spre-history

Application of

co-creative

principles

Participatory architecture

(Gehl, Price, Huth)

Psychoanalysis

(Freud)

User innovation

(von Hippel)

Open source movement

(Linux, Mozilla)

User-centered design

Timeline: co-creation & selected predecessors

Although co-creation is not new, the sheer scale of its current growth is without comparison:

0

200

400

600

800

1,000

1,200

1,400

1,600

1,800

2,000

1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

Nu

mb

er

of

arti

cle

& c

itat

ion

hit

s

Year of Publication

Academic Co-Creation ArticlesMentions of ‘co-creation’ in the scholarly domain

Source: Promise, based on Google Scholar data. Retrieved on 27th July 2010 using the search term ‘co-creation’ and sorted by year. 2010 data excluded as incomplete.

But why now?!?

Co-creation catalyst #1: the ICT revolution

Co-creation catalyst #2: explosion of social web

US adults spend 200 billion hours each

year watching TV

100 million hours needed

to create Wikipedia

Co-creation catalyst #3: cognitive surplus (Shirky)

Co-creation is not a trend or a fad but an emerging discipline!

employeesconsumers/

citizens

stakeholders

Who to co-create with and with what objective?

organisation

1. Insight/Market research

2. New products & services

3. Engagement/buy-in

Benefits: there are more smart people outside of your organisation than inside it.

Benefits: leverage creativitythrough diversity & recognition of the individual

Benefits: legitimise decision-making through bottom-up involvement

Success: how we can measure the impact of co-creation?

The rules of co-creation: be a good host

1. Define and market the higher purpose of the endeavour

2. Foster interaction within peers

3. Ensure diversity

4. There is no such thing as a bad idea

5. Transparency

6. Frame the beginning, middle and end

7. Professional, personal, private

8. Say "thank you"

The rules of co-creation: be a good host

Summary

• Definition: the two circles

• Co-creation is not new, but the sheer scale of its growth is

• Co-creation is an emerging discipline, not a trend

• Co-creation can solve insight, innovation & engagement

challenges

• Companies can hugely benefit from co-creative practices

• It can (and should be measured)

• Be a good host!

Sources

Panorama: http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/1/40286/504087/Abi%20Daker%20London%20360%20panorama%20segment.jpg

Viewing Facility: www.axiom-mr.com/sites/239/uploaded/images/DSC_0764.JPG

Ideastorm: www.ideastorm.com/

NIKE ID :http://farm4.static.flickr.com/3583/3339817999_5bf13dc5d5.jpg?v=0

FIAT Mio: http://green.autoblog.com/2010/10/28/fiat-shows-off-new-mio-concept-car-at-sao-paulo-auto-show/

Tube map: www.flickr.com/photos/ottonassar/

Hype: www.flickr.com/photos/kerryank/4945236568/sizes/o/

Clay Shirky www.informationisbeautiful.net/2010/cognitive-surplus-visualized/

Facebook Stats www.bmob.co.uk/wp-content/uploads/2010/07/facebookgrowth-2004-to-2010.gif

Success criteria: Promise/LSE Enterprise (2009): Co-creation: new pathways to value. At www.promisecorp.com/newpathways

Dinner: http://ny-image2.etsy.com/il_fullxfull.85923226.jpg

Merci beaucoup!

Felix Koch

fkoch@promisecorp.com

Consultancy Director – Promise Communities