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©StephenCribbett2013ThisThingCalled‘Co-creation’May 2013
©StephenCribbett2013Co-creationisn’tanewwayofthinking...
...buttheabilityforbrandsandorganisationstoextensivelyinvolvepeoplefromaroundtheworldindesignanddevelopmenthasonlybeenposs...
©StephenCribbett2013Whatisco-creation?
Thecollaborativedevelopmentofsustainable,sharedvaluebetweenanorganisationorbrandandit’susers,consumers,staff,employees,sup...
©StephenCribbett2012
©StephenCribbett2013orputanotherway...
©StephenCribbett2012Peopleworkingtogethertogenerate,cultivateanddelivernewideas-productsorservicesolutions-thattheythemsel...
We try never to forget that medicine is for the people. It is notfor the profits. The profits follow, and if we have remem...
Co-creationturnsmarketresearch,R&Danddesignintoadynamic,naturalprocessinvolvingawiderrangeofstakeholders.Whatisco-creation?
Thoseinvolvedinco-creation-insideandoutsidethesponsoringorganisationorbrand-mustbewillingtosharetheriskandharnesstheirskil...
Yourco-creationeffortswillFAILifyouthinkittakesplaceinasingleworkshopsessionWhatisco-creation?
It’sabouthumanisingbusinessandmakingthingshappensystematicallyaspartofanewcultureofbeing‘social’Whatisco-creation?
‘Machineshelp,buttheydon’tmakeideas’KarlLagerfeldatLeWeb
©StephenCribbett2013Whatarethecurrentfailingsthatco-creationaddresses?
©StephenCribbett2012Currentfailingsthatco-creationaddresses?• TraditionalR&Dandinnovationprocessiscostlyoftimeandmoney• Co...
©StephenCribbett2013Whyco-creationholdsvalueforbrandsandorganisations?
Peoplewanttobeinvolvedinwhatiscreatedforthem.Whyco-creationholdsvalueforbrandsandorganisations?
Whenpeopleworktogetherinanengagedway,theyhavetheabilitytogenerateideasandsolutionsthesmartestmindsalonecouldnot.Whyco-crea...
Scientificexperimentshaveshownthatmeaningfulinteractionsamongindividualsenablepeopletolearnfasterandremembermoreofwhatthey...
©StephenCribbett2013Whynow?
Peoplearenowhappierthanevertosharetheirexperiences,opinionsWhynow?
PeoplenowhavethetoolsandconnectionstomakebetteruseoftheirlatenttalentandcreativityWhynow?
Co-creationcantakeplaceonlineandoffline,butit’sunquestionedthatglobalonlineconnectivityhasenhancedthepowerofco-creationten...
Whathinderedco-creationinthepastwasanorganisations‘closed’wayofdoingbusinessandbeinginnovative
Forco-creationtotakeplace,anorganisationneedstoembracechange-fromaclosed,top-downorganisationtoanopen,transparentanddemocr...
©StephenCribbett2013Whocanyouco-createwith?
©StephenCribbett2012CrowdsCoalitionsCommunitiesKindredspiritsExpertsColleagues
CrowdsFansCoalitionsCommunitiesKindredspiritsExpertsColleaguesAcademics
©StephenCribbett2013Whatelsedoyouneed?
©StephenCribbett2012People who give a shit about your brand
©StephenCribbett2012
©StephenCribbett2012Don’t be fooled into thinking that includespeople who ‘like’ you on Facebook
©StephenCribbett2012
©StephenCribbett20125%Proportion of ‘fans’ talking about yourbrand on FacebookSOURCE: KAREN NELSON-FIELD & JENNIFER TAYLOR...
©StephenCribbett2012Find the ‘actors’ and differentiate them fromyour ‘audience’. These are the people to co-create with.
©StephenCribbett2012Ask the right questions and framethem as challenges
©StephenCribbett2013End this presentation knowing that...
©StephenCribbett20121.Co-creationrequirescultural,technologyandoperationalchangestomanifest2.Co-creationisn’tjustabouthavi...
©StephenCribbett2013and when done well, co-creation delivers...
• Thetransitiontonewbusinessmodels• Sustaineduser/customer/stakeholderinvolvement• Enhancedinnovationcapabilities• Greater...
©StephenCribbett2013So..
©StephenCribbett2013...to end on an over-usedquote by Confucious
©StephenCribbett2013Tell me, and I’ll forgetShow me, and I may rememberInvolve me, and I will understand
©StephenCribbett2013...or put another way
©StephenCribbett2013Broadcast to me, and I’ll forgetShare with me, and I may rememberCo-create with me, and I will endorse...
©StephenCribbett2013Tofindouthowco-creationcanbeputtoworkforyou,contactStephenCribbetton+44(0)7973663867oremailscribbett@g...
Thoseinvolvedinco-creation-insideandoutsidethesponsoringorganisationorbrand-mustbewillingtosharetheriskandharnesstheirskil...
Thoseinvolvedinco-creation-insideandoutsidethesponsoringorganisationorbrand-mustbewillingtosharetheriskandharnesstheirskil...
Thoseinvolvedinco-creation-insideandoutsidethesponsoringorganisationorbrand-mustbewillingtosharetheriskandharnesstheirskil...
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Thoseinvolvedinco-creation-insideandoutsidethesponsoringorganisationorbrand-mustbewillingtosharetheriskandharnesstheirskillsinordertoreceivegreaterreward.Whatisco-creation? This Thing Called Co-Creation

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Thoseinvolvedinco-creation-insideandoutsidethesponsoringorganisationorbrand-mustbewillingtosharetheriskandharnesstheirskillsinordertoreceivegreaterreward.Whatisco-creation?

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