Slides to support keynote at the 2nd Co-creation Event, in Eindhoven, 29th September 2010.

1. Past. Present. Future. Where next for co-creation? Co-creation Event 2010. Eindhoven.

2. What on Earth are we all doing here?

3. the practice of innovation is broken 80% of innovations fail

4. Linear innovation is broken

7. It’s all about ... Authorship

11. Less like this...

13. Of course. How stupid I’ve been. What we need is the car! Co-creation’s not about solitary epiphanies

14. Beyond the hype?

15. The ghosts of co-creation... Past Present Future

16. Past Present Future

17. The problem... Are you paying close attention?

20. Value co-creation and the experience economy

21. Service-dominant logic

23. Roland Barthes

24. Psychotherapy

25. Winnicott

26. Art from Within: the Zen of fuel saving

29. Open Source

32. Large group techniques Disruption Workshops (TBWA) Structured Innovation Tools (What If) Deliberative Research [public sector] Open Space Technology (OST) Open Closed Process Structure Invisible Facilitation Style Controlling Participant Locus of control Company Hippie / Hopi Inspiration Innovation

34. Counterculture

35. A timeline of co-creation Blossoming Prehistory Foundations Emergence Formalising Applications 1900-50 1950-80 1980s 1990s 2008- 2000-08 Agencies Appear Communispace Sense Worldwide (1999) Promise (2003) Face (2005) Value CC Prahalad School Service Dominant Logic Agency white papers Promise Fronteer Strategy Sense Worldwide CCA founded Books Counter Culture 1968 Situationism Barthes [Death of the Author] Findhorn Garden (1976) Creativity & Decision-Making Processes Harrison Owen (1980) OpenSpace3 (1985) Commercial Programmes British Airways Breakthrough Programme Open innovation programmes Philosophy Nietzsche Psychology Freud Winnicott Experience Economy Pine & Gilmore Social Media Crowdsourcing Jeff Howe Cambrian House Open Source Linux Tech explosion Open / User Innovation Von Hippel Design Participatory Design Senge (1990) The Fifth Discipline Organi-sational Psychology Kurt Lewin

36. Past Present Future

38. Mass customisation

39. User-generated content

40. Mass collaboration

41. Co-production

43. Co-creation is an active, creative and social process, based on collaboration between producers and users, that is initiated by the firm to generate value for customers.

44. Past Present Future

45. Reasons to be cheerful

46. 1 trillion hours a year of spare time

47. Willing co-creators

48. Changing corporate attitudes

49. New social technologies

50. Opportunities: 8 views of the future

52. Having the courage to build the breakthrough

54. Brand 3.0

57. New hybrids Multichannel Integrated

60. Challenges

61. Beware the bandwagon

62. Co-creation? That’s soooooooo last year!

63. Evidencing impact

64. Costly

65. A tale of two squirrels

66. Meet fluffy...

67. More of them

68. More competitive

69. Better technology

70. Play-makers

71. As well as rule-makers

73. So.... Let’s make the future of co-creation as rich and interesting as its past. Let’s make the practice of co-creation deliver on its commercial potential. Let’s make sure people ‘get’ and value co-creation. Let’s do it together. And let’s keep it playful.

74. Hartelijk dank