12. Gatekeepers can
influence our decisions
Gatekeepers are not only top-
down decision makers but
also people at everyday
communication situations.
They offer information on
new alternatives and
persuasive arguments during
the decision making
process.
13. Peloton co-creation for
sustainable innovation
Process with already 15 different
gatekeeper groups:
- Builders
- Catering and lunch cafeteria staff
- Customer service assistants
- Housing operators
- Lifestyle media
- Municipalities and regions
- Tourism service providers
- Retailers
- etc.
14. Results: new
services
For example:
New energy expert service of
European-wide Rautia hardware
retail chain
Nopsa travel service with a focus
on local luxury
Low-carbon lunch of Fazer food
services operating in all Nordic
countries
16. Peloton strategy
Creating and scaling up
behaviour change businesses:
1) better efforts in the service
design of the existing products
and services
2) Game changer -strategy:
radically new sustainable
lifestyle services (e.g.
collaborative consumption)
!