Co-Creation allows companies to take the innovation process and turn it on its head. This methodology allows brands to take advantage of the growth of participatory culture and consumer influencers to navigate new market landscapes.

1. Co-creation: inverting the research
and innovation process
Face, July 2012, MRMW, Philip McNaughton

2. What we’re fighting against

3. Pace of Change

4. Participatory Culture

5. End of Monolithic Brands

6. End of Ivory Tower
Mentality

7. Socialization of Brands

8. Active role for consumers
as influencers

9. Co-Creation Workshops
commoditized

10. Listening to all
The crowd
Engaging with many
Your crowd
Developing
with 1%ers
Validation
A more ambitious model

11. Going Going on Complex Real
back upstream a journey World Endings

12. Insight through the process
Inspiration from anywhere

13. Researchers, planners, data scientists,
creative technologists, community
specialists, facilitators
Multi-Discipline & Synthesis
of Data Sources

14. Individual & Group Thinking

15. Linking data sources -
passive and active - to find
the story

16. Stop thinking only about
product development

17. Equity, Communication,
Service, Content, Activation

18. Navigating new landscapes

19. Evolving
Equity in
new
emotional
spaces

20. Better Content
Better Experiences

21. New Audiences
New Need-
States

22. Innovating
with new
partners in
new
contexts

23. Co-Creation:
why it
matters #1

24. Co-Creation:
why it matters #2