introduction to co-creation, 30.11.2010, rezonance/lift, geneva
DESCRIPTION
Introduction to co-creation presented by Felix Koch at the First event of Rezonance in Geneva. Link: http://www.rezonance.ch/rezo/classes/ft-first-tuesday/geneve/20101130/one-community?page_num=0TRANSCRIPT
Introduction to Co-creation
Felix KochConsultancy Director – Promise Communities
Insight Innovation Strategy
Client logo
(no bigger
than box)
Client logo
(no bigger
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)
Client logo
(no bigger
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
Consultancy Director – Promise Communities