Fronteer Strategy, a strategy boutique from Amsterdam, presented at the Dutch broadcasting event NPOX in September 2010. This is the presentation

1. 10 STEPS FOR
SUCCESSFUL
CO-CREATION

2. NPOX
2010

3. Door: Martijn Pater
Fronteer Strategy
Hilversum, 9 September 2010
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT.

4. ABOUT
FRONTEER
STRATEGY

5. Fronteer Innovation.
Co-creation.
Strategy Brand Development.
Change.
Leading Co-creation consultancy.
Blue chip client base in The
Netherlands and abroad.
People’s background in fashion,
design, engineering, marketing,
consulting
5

6. 10 STEPS FOR
SUCCESSFUL
CO-CREATION

7. 1. Realise one thing
2. Define your strategy
3. Inspire participation
4. Select the very best
5. Connect creative minds
6. Share results
7. Continue development
8. Think R.O.I.
9. Get the IP right
10. Mobilise internally
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 7

8. Where does it come from?
Co-creation
Open Source
User-generated
Crowd-sourcing
Focus Groups
Mass customisation
Design Contests
Prosumers
Customer Feedback
Social Media
Experts panels
Outsourcing
R&D Participatory Design
Academic sharing
Collaborations
Early days 50’s- 90’s Now
12
8

9. What is it?
“Co-creation unlocks the
collective creativity of
people to create deeply
relevant solutions.”
9 Source: Copenhagen Co-creation

10. 1. Realise one thing
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 10

11. Why would you?
“No matter who you are,
most of the smartest people
work for someone else.”
Bill Joy, Founder Sun Microsystems
11

12. Unpredictable systems
12 Source: Banny Bannerjee, Stanford University

13. McKinsey report:
Clouds, big data, and smart assets:
Ten tech-enabled business trends
to watch:
1. Distributed cocreation moves
into the mainstream
13 Source: McKinsey

14. 2. Define your strategy
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 14

15. 4 Types of Co-creation
Anyone
can join
Crowd of Community of
People Kindred Spirits
Open-ness
Selection Club of Coalition of
process
Experts Parties
Initiator Initiator +
Contributors
FRONTEER Ownership
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 15 Source: Fronteer Strategy Whitepaper

16. 4 Types of Co-creation
Anyone
can join
Open-ness
Selection Club of
process
Experts
Initiator Initiator +
Contributors
FRONTEER Ownership
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 16

17. Lego Mindstorms
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 17 Source: Wired

18. 4 Types of Co-creation
Anyone
can join
Crowd of
People
Open-ness
Selection
process
Initiator Initiator +
Contributors
FRONTEER Ownership
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 18

19. Source: DSM

20. 4 Types of Co-creation
Anyone
can join
Community of
Kindred Spirits
Open-ness
Selection
process
Initiator Initiator +
Contributors
FRONTEER Ownership
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 20

21. Linux

22. 4 Types of Co-creation
Anyone
can join
Open-ness
Selection Coalition of
process
Parties
Initiator Initiator +
Contributors
Ownership
22

23. Heineken & Krups

24. 4 Types of Co-creation
Design Maemo/Meego
Anyone competitions community
can join
Nokia BetaLabs OVI store
Open-ness
NRC University
collaborations One plug for all devices
Selection Meego Intel Co-op
process
Expert Co-
creation Bluetooth Special Interest
Group
Initiator Initiator +
Contributors
FRONTEER Ownership
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 24

25. We offer in co-creation
ROOFTOP™ CAMPSITE
Expert Co-creation Community Co-creation
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 25 Link: Fronteer Strategy

26. 3. Inspire participation
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 26

27. Netflix 1 Mio. USD challenge
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 27 Source: WIred

28. Innocentive oil spil challenge
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT.
Source: Innocentive

29. Old Spice Twitter campaign
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT.
Source: Youtube

30. The Arcade Fire album launch
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT.
Source: The Wilderness Downtown

31. 4. Select the very best
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 31

32. Many people wanting to co-create
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 32 Source: Forrester

33. But you have to look for your 1%
1% Creators
10% Synthesizers
100% Consumers
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 33 Source: Fronteer Strategy Whitepaper

34. Explorers
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 34

35. Heroes
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 35

36. Innovators
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 36

37. Threadless case
Link: Threadless

38. Threadless, the numbers:
12,000 registred users
500 designs posted per week
5 designs are made
20 M USD turnover
Source: Katharina Braun,
Wirtschaftsuniversität Wien
38

39. Designs that make it into production
are made by people who:
Give more feedback
Upload more designs
Comment more
Give concrete feedback
Have more contacts
Source: Katharina Braun,
Wirtschaftsuniversität Wien
39

40. 5. Connect creative minds
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 40

41. Nokia expert co-creation
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT.
Source: Vimeo

42. Canon
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT.
Source: Canon

43. Swarovski on-line co-creation
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT.
Source: Hyve

44. 6. Share results
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 44

45. App store: De verjaardag
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 45 Source: Ereaders

46. Apple does do co-creation
Source: Inno15

47. Tata Nano co-created with vendors
Source: Business Week

48. Radiohead show filmed by fans
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT.
Source: Radiohead

49. 7. Continue development
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 49

50. P&G continues to co-create
50 Source: P&G

51. New book, co-created, continues
Source: Business Model Generation

52. 8. Think return on
investment
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 52

53. Open Innovation ROI
BIGGER...
BETTER...
FASTER...
STRONGER...
Results
53

54. Innocentive
Cost savings.
Savings from faster research process.
Access to a diverse network of experts.
Fostering a more innovative culture.
Smoother IP transfer process.
ROI of 74%
Source: Innocentive, Forrester
54

55. 9. Get the IP right
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 55

56. Nike, BestBuy, others share I.P.
Source: GreenXchange

57. We offer a friendly N.D.A.
The Amsterdam Model
57

58. 10. Mobilise internally
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 58

59. Participants’ Drivers & Barriers
DRIVERS: BARRIERS:
Reputation Building Unclear rewards
Sense of belonging No interest in the challenge
Networking Trust
Peer recognition/Status
Job market opportunities
Fun & involvement
Skill-Building
New challenge
Love the brand
Money (never main driver)
Source: Fronteer Strategy
59

60. Internal bloodgroups
Fans
Ambivalent
Opposers
Source:
Anna Kirah
60

61. Diffusion of Open Innovation
Thought
Low leaders
Lead users Community
of Value
Practitioners Community
Open Innovation of Practice
aware Community
# people
of Interest
Domain of
Interest
High
Low Involvement High
61 Source: Harry Barraza, Unilever

62. MORE...

63. Visit our website
Links www.fronteerstrategy.com
Updates from the Fronteer
www.fronteerstrategy.com/blog/
Follow us on twitter
twitter.com/fronteerstrat
twitter.com/martijnpater
Slideshare
www.slideshare.net/Fronteer
Our whitepaper on co-creation
Co-Creation’s 5 Guiding Principles
63

64. Vision “Be” leads to “Do”.
Innovation leads to brand
strength - and strong brands
inspire development.
Brands that allow for all
stakeholders to jointly create
the future are the ones that
survive.
‘Empathy’ is the new Gold.
We have launched thus the
Dutch index of most
‘Empathic brands 2010’
64

65. Top-10 Empathic Brands 2010
Aantrekkelijk
Empathisch
65 Source: Ruigrok Netpanel, Fronteer Strategy

66. Linear correlation
4,5 AANTREKKELIJK
Pickwick
Philips Douwe Egberts
Conimex Albert Heijn
Sony
4,0 Calve Hema Ikea
Honig
Knorr Unox Bol.com
Samsung
Coca Cola Efteling
Canon
Maggi Blokker Nokia
RTL4
Remia
Bertolli 3,5 Cup a Soup
Grand Italia Apple
Heinz
KPN
Nescafe Rabobank
Lassie ING C1000
Cela Vita Lidl Heineken
Panasonic Jumbo
Aldi Grolsch EMPATHISCH
LG
1,5 2,0 2,5 3,0 3,5 4,0 4,5
Plus
ABN Amro Dirk van der Broek
Ziggo
Jupiler
UPC 2,5 Food
SNS Bank XS4ALL Dranken
Retail
Tele2
Banken
Van Lanschot
2,0 Internetproviders
Triodos ASN Bank Electronica
Friesland Bank Overig
1,5
Derde variabele zichtbaar in grootte van stip: Innovatief 66 Source: Ruigrok Netpanel, Fronteer Strategy

67. FRONTEER Martijn Pater
STRATEGY martijn@fronteerstrategy.com
I N N OVAT I O N.
C O - C R E AT I O N.
B R A N D D E V E L O P M E N T.