lift 2011 a co creative future v3
DESCRIPTION
Presentation given at LIFT11: what can the future do for you? Geneva, February 3rd 2011.TRANSCRIPT
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A co-creative future
Dr Nick CoatesResearch Director, Promise
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1Old ideas in new clothing
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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.
Co-creation’s come of age
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2000s 20101960s 1970s 1980s 1990spre-history
Participatory architecture(Gehl, Price, Huth)
Psychoanalysis(Freud)
User innovation(von Hippel)
Open source movement(Linux, Mozilla)
User-centered design
But co-creation as an idea is not new!
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#1 NO SPECTATORS! Burning Man
Co-creation’s 6 guiding principles
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Co-creation’s 6 guiding principles #1 NO SPECTATORS! Burning Man
#2 DIVERSITY RULES Bletchley Park
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#1 NO SPECTATORS! Burning Man
Co-creation’s 6 guiding principles
#2 DIVERSITY RULES Bletchley Park
#3 HUMILITY IS THE MOTHER OF CO-CREATION Open Source
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#1 NO SPECTATORS! Burning Man
Co-creation’s 6 guiding principles
#2 DIVERSITY RULES Bletchley Park
#3 HUMILITY IS THE MOTHER OF CO-CREATION Open Source
#4 INVOLVE YOUR USERS Literary Theory
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#1 NO SPECTATORS! Burning Man
Co-creation’s 6 guiding principles
#2 DIVERSITY RULES Bletchley Park
#3 HUMILITY IS THE MOTHER OF CO-CREATION Open Source
#4 INVOLVE YOUR USERS Literary Theory
#5 SIZE OF LISTENING = SIZE OF SPEAKING Group psychology
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#1 NO SPECTATORS! Burning Man
Co-creation’s 6 guiding principles
#2 DIVERSITY RULES Bletchley Park
#3 HUMILITY IS THE MOTHER OF CO-CREATION Open Source
#4 INVOLVE YOUR USERS! Literary Theory
#5 SIZE OF LISTENING = SIZE OF SPEAKING Group psychology#6 THE ANSWER ISN’T ALREADY OUT THEREPsychotherapy
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2Co-creation today
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2Co-creation today
#1 What is co-creation?
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NOT mass customisationPersonal value > shared value | No interaction
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NOT open innovationCompetition-based | Individual achievement > group
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NOT crowdsourcingOutsourcing ethos – competition basis | Little group interaction]
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What defines co-creationThe three Cs of Co-creation
Creativity Collaboration Control
Focus on outcomesNon-rational focus
Reaching new places‘creative’ approaches
[not just choosing]
InteractivitySnowballing
Real-time componentSocial
[not a solo effort]
Purposive; often time-boundOrganisation-led
Facilitated
[not organic]
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2Co-creation today
#1 What is co-creation?
#2 Co-creation in action
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Example 1: customer idea exchangesMystarbucksidea.com
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Example 2: inventing the future of a categoryCo-creating the new A380 for Etihad
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Example 3: bringing organisations togetherCo-creating a higher purpose for Kraft Foods
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Example 4: the participatory museumThe community becomes the creator at Wing Luke Asian Museum
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3The future’s bright, the future’s co-creative
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The future’s bright, the future’s ... co-connectiveGoing further and deeper with C21st technology
AUDIENCEMore representative and inclusiveMore diversity: better engagement of both experts and non-expertsUtilising the power of intergenerational technologies: Wii, iPad,Skype
GEOGRAPHYBottom of the pyramid; developing worldMore international / cross-cultural
CHANNELMore hybridsMore multichannelUtilising the power of mobile smartcomputing and the cloud
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The future’s bright, the future’s ... co-productiveVisualisation, mashups, pro-am media technology and 3D printing
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But there are challenges...4 risks to watch out for
4. KEEPING IT REAL
How do we avoid the
technocratic urge?
2. IMPACTHow do we
ensure follow-through
and momentum?
3. FATIGUEWill co-creators keep it up once the novelty’s
gone?
1. OWNERSHIPHow do we
address IP and incentivisation?
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MERCI BIEN!