CO-CREATION
Most people are still unaware of the existence and use of new tools available today that allow us to take part in hundreds of co-creation projects and to develop our skills.
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The evolution of these co-creation tools and practices could result in a totally different type of company from what we know today as the norm; organisations in which people not only co-create, but also co-capitalise, co-manage, co-produce, co-administrate and co-distribute.
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Many initiatives for open innovation still focus on opportunism. People follow them because they are on trend and they improve the image of the brand. Co-creation is not about doing people a favour by letting them take part.
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Co-creation will end up as no more than an anecdote if it is limited to simply allowing customers to give opinions on the process of designing a new product or service, but it will be a revolution if it covers needs that so far have not had a part in the mass production market.
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Traditional manufacturing technologies are designed for a type of company that is not interested in co-creation because they make their profits from millions of customers, not from thousands or hundreds. Without the ability to manufacture in a different way the idea of co-creation will not be as successful.
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The normal process is to first design a new product or service, and then to make it visible through media and advertising. A product or service that has been co-created with its users will go viral in a much more natural way, and as a result will find its space in the market with no need for promotional ploys.
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Co-creation between two brands or companies automatically presumes a competitive element of differentiation, a potential blue ocean, because the result would be difficult to obtain if it weren’t as a direct product of this specific collaboration.
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One of the obstacles to a greater co-creation of products and services is the lack of a collaborative culture, and to this we need to add the lack of other more practical requirements such as suitable places, tools, processes of recognised effectiveness, and legislation.
From our book: 30/30: 30 ideas for 2030
