Co creation through the looking glass
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A presentation about ways of working more creatively with consumers in co-creation work. Given at the world Mass-Customisation, Personalisation and Co-Creation conference (MCPC 2011) in San Francisco.
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Co creation through the looking glass
- 1. Co-creation through the looking glass Harnessing consumer creativity Dr Nick Coates, Research Director, Promise Corporation @nickcoates Anna Peters, Senior Consultant, Promise North America @stand_in_line
- 3. Evidence I : creative consumer
- 4. Evidence II : customer centricity Where do the best ideas come from? (according to business leaders)
- 5. Evidence III: cognitive surplus
- 8. I need an idea, NOW! 1 Demanding Divas
- 9. 2 Precious Professionals Step away from the creative!!!!
- 10. So isn’t creativity a special skill?
- 11. Most people don’t agree n=2,000
- 15. Creativity = Anyone can be creative, especially if they are given the encouragement and the opportunity. Watch a small child playing - they are creating a world around themselves and the inhabitants of that world. As we get older, we become more self conscious and lose that ability to get lost in our creative minds. We are told that things are good or not good and become more self critical. Many times I'll meet someone who I think is clueless, and then he or she comes up with the best solution to a problem. Never judge a book by its cover! Everyone is creative. Living is creating. Everyone is creative in their own right because they are continually being creative in all the things they do from the way you do your hair you are creating your personal style to which colour curtains you have in your bedroom. From the meals you create to the stories you create for your children creativity never stops. Source: Promise - Brand Together Community 2010
- 20. We need to create our own ‘wonderland’
- 22. CHILD | DREAMS | NIGHTMARES
- 25. Art from Within : relationship with the taxman 2010. HMRC Tax Compliance project. See Brand Together, Kogan Page, 2012.
- 26. Art from Within : the zen of fuel saving 2010. Shell, Psychology of Fuel Saving Workshop DRESDEN
- 31. Insight: NO CASH = BETTER MONEY
- 33. RULES | RESTRICTIONS | DEMANDS How long you have Who you work with What you work on What you build on What you create Time Team Focus Stimulus Outputs
- 36. New Value: an art exhibit in 50 mins Did you hear? Digital Media BANK The Social Gym Sculpture HEALTH 1 2 Kitchen Table Spoken Word SUPERMARKET Love Hate Collage CELLPHONE 3 4 Feed not Greed Pen & Polyboard FOOD 5 ID Painting RETAIL 6
- 38. “ There’s no use trying”, said Alice, “one can’t believe impossible things”
- 39. I daresay you haven't had much practice," said the Queen. "When I was your age, I always did it for half-an-hour a day. Why, sometimes I've believed as many as six impossible things before breakfast.
- 41. Thank you!
Hinweis der Redaktion
- Thanks.... So this session is billed in the programme as “the creative consumer”. That’s dead right in one sense and not quite right in another It’s right in the sense that we think consumers can be creative (except maybe for a lady called Kimberley I met last week...!) It’s less right in the sense that the creative consumer suggests a subset of consumers, an elite or special group We work with consumers all the time and our mission is to help them (and our clients, especially our clients ) be more creative. That means working in certain ways, certain spaces and with certain rules and constraints that we don’t think are the norm, particularly in market research, but more broadly any of the interactions organisations have with their customers. And there’s one story that we’ve found to be the most helpful in explaining what we mean. It’s a story that began in 1865 and that’s been popular ever since. The story of Alice...
- So why care? Let’s just remind ourselves of 3 reasons we should take consumer creativity seriously.
- 1. They’re already at it Research shows that modification and product innovation by consumers is a powerful and substantial trend. For example, in research we’ve been doing into the smartphone usage, people are using YouTube for listening, as an on-the-go music player. It’s not designed that way, but that’s what people are using it for. And building playlists is a way of making the mass of rubbish more like your iTunes collection. Cassette Culture & DMs / bottle tops SMS Podcasts Magicians and oystercards But whether it’s as high as 40% depends on where you look, but actually if you think about it more symbolically – the way we use clothes to express our personalities and identities, the way we combine, adapt, repurpose products and services – I’d argue it’s much higher. All consumption is fundamentally creative and customers are doing it for themselves. So we might as well make innovation include these behaviours, not ignore them.
- 2. They’re good at it It’s easy to think that professionals come up with better ideas. But we start from the perspective that there are always more smart people outside your organisation than inside . And businesses are starting to recognise this too. Grant Thornton published this study a few years back that shows how customer generated ideas have usurped internally generated ideas as the best source of innovation
- 3. There’s more than enough love to go around Our third reason’s all about spare creative energy: what Clay Shirky calls ‘cognitive surplus’ Look at the infographic: The big blue box is the 200 billion hours that US adults spend watching TV. The tiny blue box is the total time take to create Wikipedia. Clay Shirky makes the point that LOL cats are hardly going to win any prizes, but they are an essentially creative act. Other data shows that digital natives, the first generation since TV was invented, are spending more time NOT watching TV than watching it... Put these two things together and it seems clear that there’s both a desire and an opportunity (existing behaviour) to harness more consumer creativity.
- This presentation’s a practitioner’s view of consumer creativity . Specifically we want to share with you our thoughts , our experience , and some practical tips and tools for boosting creativity and working more creatively when we embark on co-creation projects. If you don’t buy into co-creation as an innovation philosophy, now’s the right time to leave. We’re taking it as a given.
- But hang on. This all sounds a little naive. we’re not living in a utopia here. We’ve got businesses to run, staffed by professionals, haven’t we? We tend to run up against two practical issues.
- We’ve all met these people. They work for us sometimes, but more often they’re our bosses. Research shows they’re more likely than average to be psychpaths!> Businesses tend to be demanding. Demanding of time, energy and needing quick answers. The trend is towards real-time research, overnight results, agile decision making. Why on earth slow things up by getting down and dirty with consumers? Isn’t it just time-consuming and expensive?
- And then there are the prima-donnas!! The precious professionals. If there’s one thing that stands in the way of creativity, it’s being stamped on and squashed. We experience it as children, particularly around the start of school and formalised curricula. If you sit watching a focus group from behind the forcefield, I mean mirror (ahem!), and a participant starts making a suggestion about an idea they have, this is pretty likely to happen. The least creative and closed-minded people are often those with most of a vested interest – creative professionals working in advertising agencies, design houses etc.
- But aren’t they right to be protective? Isn’t creativity a specialist skill? Either something you’re born with or something you have to spend years honing.... Doesn’t it mean looking cool like this guy, standing in the right way, looking deep and thoughtful, dreaming about being wild and free, a bit like Allen Ginsberg? Surely this ridiculous child dreaming about cupcakes doesn’t really get it, she’s not really creative.... I think creative professionals think that’s the case...
- But most people don’t agree. We asked 1,000 UK consumers this question, and most seem to think creativity is a universal attribute. Lots of people in our field are talking about the 1%ers. You need to find consumers with special skills to do co-creation. There’s something to be said for this point of view. We’ve all struggled with people like Kimberley. Closed minded, seemingly unimaginative....and maybe if your yardstick of creativity is speed, or being leftfield, or pure aesthetic pleasure, you do. But we don’t think we should be running competitions where we measure consumer creativity against ‘professional creativity’. It’s a fruitless pursuit.
- And someone usually credited with being a creative genius, Albert Einstein, agrees too. So what’s our view then?
- Let me ask you a question. You’ll need to think honestly about this.... If, following, this session, you murder someone in the hotel, and someone asks how you are, what are you going to say? Let’s imagine it’s 6pm, you’re already on the 3 rd martini when you should be working, your boss calls, what are you going to say to them? Our point is that we’re all being creative every day, in the language we use, the way we dress, the things we do, and we’re all creative with the truth
- Here’s my daughter Natacha. She’s 3 years old and, I think, pretty imaginative. But I think any parent would say the same. This morning she told me that her brother Rudy, who’s only months old, is a “funny space alien”. I’m not really sure what she means by this, but I do know one thing: the limits of her imagination are fairly stretchy. And here’s some support from consumers we involved in a community of co-creators for our forthcoming book, Brand Together (out in March 2012) Living is creating Creativity is omni-present in things like personal style and cooking But also confidence and criticism get in the way And we often judge creativity by looking at the surface..
- So we think there are 3 main things that get in the way of consumer creativity and sometimes reinforce the impression that the creative professional is the only source of good ideas.... 1. The Einstein factor: Hollywood continues to perpetrate the romantic myth of the artist or creative genius as unique, but slightly insane....think A Beautiful Mind, think Shine...
- Secondly, and just as important, the fish in trees point. If we judge the input of consumers into co-creation using a yardstick created by professionals (are these ideas finished, are they realistic, are they wacky enough....) we are missing a trick, and potentially actually only leading to incremental innovation. Unlike Dell Ideastorm, in co-creation we need more than a currency of ideas, we need a currency of creativity that encompasses feelings, stories, passion, expressive language. Ideas, yes, but not just ideas.
- Confidence is everything. We have creativity squashed by the critical voices in our heads that channel critical parents and other role models telling us we’re not good enough and a system that prioritises formal creativity (art, poetry etc) in schooling. If there’s one thing that prevents or bottles up our creative selves, it’s inhibition. So how do we unstop the bottle? How do we get away from the idea of expert creativity and stop judging consumers just on how finished their ideas are? We think we need to go back to 1865 and reinject a bit of WONDERLAND.
- Why Wonderland. Well for us, Alice’s story is a parable of a journey from rational judgement to creative freedom. Alice is constantly judging and being judged. This can’t be right! That’s not the way this is done! You’re not using that word in the right way. And then she meets people like Humpty Dumpty who can’t understand why a word should only have one meaning, or why you would celebrate a birthday only once a year, when you can have unbirthdays 364 days a year. So in wonderland, on the other side of the looking glass, we find a place where all of this is available to us - We’re able to dream, but also walk in the presence of nightmares - Things don’t look normal, sometimes they are bigger, sometimes smaller - Our hopes and fears appear distorted, reflected, magnified - We have rules to keep us on track, but also permission to dream, permission to be illogical - We exist in a world of archetypes and different characters - Sometimes we swap places and see things from another perspective We can be children again But how do we do this ‘in the real world’? By focusing on some key principles and using games and creative enabling techniques that help us harness the everyday creativity of consumers, even when they themselves don’t know they can do it.
- Creativity is Desire We play with the things we love, and in our deepest (even darkest) desires lie real needs
- This is a principle that involves the child inside, expressing dreams and nightmares, and what Freudian psychoanalysis calls the Id. How many of you have asked consumers or your colleagues to have real tantrums. To stamp their feet, screw up their faces and scream for 30 seconds or more?
- Well it works very well. And here’s how you do it. Many of you have children. You know exactly what it’s like. It’s about being emotional, it’s about being stubborn, it’s about flitting from one thing to another, it’s about making unreasonable requests. We think that unreasonable requests lead to breakthroughs. EXPLAIN GAME [SHOW FILM] Another technique we often use for expressing desire is drawing. You must go first, you must have the right tools: nice paper, good quality pastels, and baby wipes for when people get dirty. You must ban stickmen and encourage people to start drawing and allow the pen to surprise them. And you need a theme.
- Well it works very well. And here’s how you do it. Many of you have children. You know exactly what it’s like. It’s about being emotional, it’s about being stubborn, it’s about flitting from one thing to another, it’s about making unreasonable requests. We think that unreasonable requests lead to breakthroughs. EXPLAIN GAME [SHOW FILM] Another technique we often use for expressing desire is drawing. You must go first, you must have the right tools: nice paper, good quality pastels, and baby wipes for when people get dirty. You must ban stickmen and encourage people to start drawing and allow the pen to surprise them. And you need a theme.
- This is how one set of people chose to represent HMRC, that’s your IRS. The tax man. Pretty scary, huh. Well it should be. As a way of expressing just how oppressive the machinery of the state can make citizens feel, you won’t beat this kind of technique.
- And here’s a happier scene. Working with drawing can help in creating idealised representations too. And get across linguistic and cultural boundaries. Here’s how one German consumer feels about good driving technique that leads to better fuel efficiency. Beyond technical tips, this zen-like state of driving calm, with the floating Blissed-out Buddha high above, suggests a whole set of imagery and symbols that could help in thinking about communications.
- Principle 2 is about stretching things. Like Alice when she eats and drinks.
- I’m indebted to Roy Langmaid, who you can see here, and who taught us many of these techniques. His emphasis on breakthrough psychology helps explain just why creative approaches deliver better results than rational, talk-based, enquiry.... His work often focuses on looking differently, what he calls ABNORMING Looking at opposites (tweedle dum and tweedle dee) Looking at extremes (the red queen) Looking at absence (the cheshire cat?)
- Think about opposites of what you want as a way of reinforcing what IS important. Get people to build a crazy company. Let’s imagine we’re setting up Crazy Cellphone Inc. What would it do? It might charge you but have no coverage where you live, it might only supply phones with rubbish batteries, maybe it charges you for calls you don’t make....what would that be like? What else might it do? If you can do this, you can start building absent worlds. In our work with VISA, we used absence as a creative technique. We asked people to build a world without cash. Initially it was hard. People feel they need cash. They keep coming back to it. They struggle to imagine being without it. Behavioural economics calls this loss aversion. We cling onto what we have more than desire what we don’t. But in time, people started to realise the benefits of nto being limited by cash.
- Think about opposites of what you want as a way of reinforcing what IS important. Get people to build a crazy company. Let’s imagine we’re setting up Crazy Cellphone Inc. What would it do? It might charge you but have no coverage where you live, it might only supply phones with rubbish batteries, maybe it charges you for calls you don’t make....what would that be like? What else might it do? If you can do this, you can start building absent worlds. In our work with VISA, we used absence as a creative technique. We asked people to build a world without cash. Initially it was hard. People feel they need cash. They keep coming back to it. They struggle to imagine being without it. Behavioural economics calls this loss aversion. We cling onto what we have more than desire what we don’t. But in time, people started to realise the benefits of nto being limited by cash.
- This led to the insight that plastic is better money. Better money Not just a useful payment mechanism. Better money This ad campaign, “life flows better with VISA”, was the direct result.
- We think that constraints constrain. Makes sense doesn’t it. But many constraints actually liberate, but giving us permission not to worry about what might be and focusing us in on what can be. When Lennon and McCartney still talked to each other like friends, and wrote songs together, they had a 3-hour rule. Every time they met to write, they forced themselves to produce a song in 3 hours. If they didn’t have any ideas already, they’d pick up the newspaper and start there. Holes in the road in Lancashire A car crash ... “ A day in the life” was the result of one such session.
- So we like to work with rules and restrictions (the clearer the better) And we like to make demands. You can put restrictions and constraints around lots of things, for example: Time, teams, focus, stimulus and outputs
- You need to give people a sense of possibility, you need them to work together, you need them to build not break, you need them to be energised and excited, you need them to believe in themselves. To get that going try playing a game about games: we call it ‘invent your own game’ These are the rules. Very simple. Very ambitious. Entirely possible in 3 minutes. You’d be surprised. And if you can create a game in 3 minutes (in teams) you can also create an art exhibition in 50.
- You need to give people a sense of possibility, you need them to work together, you need them to build not break, you need them to be energised and excited, you need them to believe in themselves. To get that going try playing a game about games: we call it ‘invent your own game’ These are the rules. Very simple. Very ambitious. Entirely possible in 3 minutes. You’d be surprised. And if you can create a game in 3 minutes (in teams) you can also create an art exhibition in 50.
- Here are 6 pieces of creative work, produced by equal numbers of consumers and our clients at a session on what value might mean for brands. We called it the New Value Exhibition. We asked people to focus on one art form (collage, digital, word, drawing, sculpture) and one sector. Behind each artwork lies a big idea (from personalisation to belonging) that helps express what personal value might involve and act as a platform for innovation for businesses. Here the constraints boost productivity, focus activity, suggest ideas and provide stimulus. Give people a box of stuff and it’ll suggest starting points – often the hardest part is the first step. And yet, the ‘journey of a thousand miles begins with a single step’.
- Consumer creativity is, for us at least, about exploring and expressing desire, about looking differently to uncover novelty, and about rules and restrictions that liberate thinking and nudge us along the way. Whether you’re working by yourself, in a professional context, but especially with consumers, we think you’ll be pleasantly surprised. If you see a bottle marked, “drink me”, don’t hesitate. Curiosity is the mother of invention.
- But Alice is preoccupied and hampered by what’s possible. She hasn’t yet learned the art of the impossible, as this quote shows. But thinking the impossible’s the best way of creating the new possible. So let’s learn from Alice’s adventures Let’s teach ourselves to think more impossible thoughts Let’s build our own co-creation wonderlands