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February 10, 2005
More on co-creation...
We've been having a great dialogue about co-creation. What I love about blogging is that your feedback helps me hone my own thinking. I'd like to propose a tighter definition of co-creation:
"Products, services or content that's created by non-employees."
I think this definition helps distinguish it from customer research. Research simply identifies the problem that needs to be solved. Co-creation allows customers (or non-customers) to own a part of the solution. It's a form of outsourcing that involves letting go of preconceived ideas about our products, services, customers or industries. It also means loosening our white-knuckled grip on our brands.
Examples of co-created products are listed in my earlier post: open-source software, Google's API and Lego Factory.
Another example: media companies could use the co-creation idea by providing a forum where anyone can submit articles for publication... and instead of someone at the company selecting the best articles, they allow readers to vote on the best ones.
I'd enjoy brainstorming with you on co-creation ideas for different types of companies. How could a professional services firm apply the concept of co-creation? What about someone in the hospitality industry? Or a retailer?
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