Introduction to co-creation presented by Felix Koch at the First event of Rezonance in Geneva. Link: http://www.rezonance.ch/rezo/classes/ft-first-tuesday/geneve/20101130/one-community?page_num=0

1. Introduction to Co-creation
Felix Koch
Consultancy Director – Promise Communities

2. Insight Innovation Strategy

3. Client logo
(no bigger
than box)

4. Tour d’horizon!
Client logo
(no bigger
than box)

5. The old world
firm,
organisation/ clearly defined
company boundaries
consumer/
citizen

6. Production & consumption are separated.

7. New products & concepts are developed by experts
isolated from consumer needs & creativity.
Client logo
(no bigger
than box)

8. Consumer input – if elicited – is tightly
controlled, mediated and mostly uncreative.
Client logo
(no bigger
than box)

9. The old world
organisation/
company
consumer/
citizen

10. The new world
organisation/
company
organisation/ consumer/
company citizen
consumer/
citizen

11. The new world
organisation/ consumer/
company citizen

12. The new world
organisation consumer
company citizen
permeable co-creative
boundaries spaces

13. Consumers become producers.

14. New products are developed by experts and
consumers sharing collaborative spaces.

16. Consumer input is unmediated, bottom-up &
creative.

18. In the grand scheme of things we are returning
to old values and relationships:
pre-capitalist capitalist web-capitalist
one-to-one one-to-many one-to-one/
many-to-many
craftmanship mass production mass customisation
direct feedback indirect feedback direct feedback
dialogue silos dialogue
bottom-up top-down bottom-up

19. Working definition:
Co-creation is an active, creative and social process,
based on collaboration between producers & users,
that is initiated by the organisation to generate value
for consumers.
Client logo
(no bigger
than box)

20. Taxonomy (what is co-creation and what isn’t)
Client logo
(no bigger
than box)
Past.Present.Future. Where next for co-creation? September 2010

21. Timeline: co-creation & selected predecessors
pre-history 1960s 1970s 1980s 1990s 2000s 2010
Psychoanalysis
(Freud)
Participatory architecture
(Gehl, Price, Huth)
User innovation
(von Hippel)
User-centered design
Open source movement
(Linux, Mozilla)
Application of
co-creative
principles
Client logo
(no bigger
than box)

22. Although co-creation is not new, the sheer scale
of its current growth is without comparison:
Mentions of ‘co-creation’ in Articles
Academic Co-Creation the scholarly domain
2,000
1,800
1,600
Number of article & citation hits
1,400
1,200
1,000
800
600
400
200
0
1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
Year of Publication
Source: Promise, based on Google Scholar data. Retrieved on 27 th July 2010 using the search term ‘co-creation’ and sorted by year. 2010 data excluded as incomplete.

23. But why now?!?

24. Co-creation catalyst #1: the ICT revolution

25. Co-creation catalyst #2: explosion of social web

26. Co-creation catalyst #3: cognitive surplus (Shirky)
US adults spend 200 billion hours each
year watching TV
100 million hours needed
to create Wikipedia

27. Co-creation is not a trend or a fad but an
emerging discipline!

28. Who to co-create with and with what objective?
1. Insight/Market research
stakeholders
2. New products & services
3. Engagement/buy-in
organisation
consumers/
employees
citizens

29. Benefits: there are more smart people outside of
your organisation than inside it.

30. Benefits: leverage creativity
through diversity & recognition of the individual

31. Benefits: legitimise decision-making through
bottom-up involvement

32. Success: how we can measure the impact of
co-creation?

33. The rules of co-creation: be a good host

34. The rules of co-creation: be a good host
1. Define and market the higher purpose of the endeavour
2. Foster interaction within peers
3. Ensure diversity
4. There is no such thing as a bad idea
5. Transparency
6. Frame the beginning, middle and end
7. Professional, personal, private
8. Say "thank you"

35. Summary
• Definition: the two circles
• Co-creation is not new, but the sheer scale of its growth is
• Co-creation is an emerging discipline, not a trend
• Co-creation can solve insight, innovation & engagement
challenges
• Companies can hugely benefit from co-creative practices
• It can (and should be measured)
• Be a good host!

36. Merci beaucoup!
Felix Koch
Consultancy Director – Promise Communities
fkoch@promisecorp.com
Sources
Panorama: http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/1/40286/504087/Abi%20Daker%20London%20360%20panorama%20segment.jpg
Viewing Facility: www.axiom-mr.com/sites/239/uploaded/images/DSC_0764.JPG
Ideastorm: www.ideastorm.com/
NIKE ID :http://farm4.static.flickr.com/3583/3339817999_5bf13dc5d5.jpg?v=0
FIAT Mio: http://green.autoblog.com/2010/10/28/fiat-shows-off-new-mio-concept-car-at-sao-paulo-auto-show/
Tube map: www.flickr.com/photos/ottonassar/
Hype: www.flickr.com/photos/kerryank/4945236568/sizes/o/
Clay Shirky www.informationisbeautiful.net/2010/cognitive-surplus-visualized/
Facebook Stats www.bmob.co.uk/wp-content/uploads/2010/07/facebookgrowth-2004-to-2010.gif
Success criteria: Promise/LSE Enterprise (2009): Co-creation: new pathways to value. At www.promisecorp.com/newpathways
Dinner: http://ny-image2.etsy.com/il_fullxfull.85923226.jpg