1. Raj Mudhar & Associates Ltd.
Co-Creation
Creating Value with Customers
Agile 2013, Nashville TN
Presenter: Raj Mudhar

2. Raj Mudhar &
Associates Ltd.
Thanks
2
To
my
friends
at
Alcatel-­‐Lucent,
especially
Marcel
Bomans.

3. Raj Mudhar &
Associates Ltd.
Where we’re going
What is co-creation?
Why co-create?
Co-creation models
Challenges & Pitfalls
Q&A
Retrospective
3

4. Raj Mudhar &
Associates Ltd.
Context
Large,
global,
distributed,
regulated,
hardware
and
software
product
development
involving
hundreds
of
engineers.
Alone
we
can
do
so
little;
together
we
can
do
so
much.
—Helen
Keller
4

5. Raj Mudhar &
Associates Ltd.
Co-Creation
5

6. Raj Mudhar &
Associates Ltd.
Co-creation is...
“...co-­‐creation
is
a
theory
of
interactions.
It
involves
changing
the
way
the
organization
interacts
with
individuals,
including
employees,
customers
or
any
stakeholder.
More
specifically,
co-­‐creation
involves
setting
up
new
modes
of
engagement
for
these
individuals
–
platforms,
in
the
jargon
–
that
allow
these
individuals
to
insert
themselves
in
the
value
chain
of
the
organization.”
-­‐-­‐
Francis
Gouillart
A
business
strategy
focusing
on
customer
experience
and
interactive
relationships.
Co-­‐creation
allows
and
encourages
a
more
active
involvement
from
the
customer
to
create
a
value
rich
experience.
-­‐-­‐
www.businessdictionary.com
6

7. Raj Mudhar &
Associates Ltd.
Traditional
Producer Consumer
Product
7

8. Raj Mudhar &
Associates Ltd.
Iterative
Producer Consumer
Product
Increments
8

9. Raj Mudhar &
Associates Ltd.
Co-Creative
Producer Consumer
Product
Increments
9

10. Raj Mudhar &
Associates Ltd.
Why Co-create?
10

11. Raj Mudhar &
Associates Ltd.
Innovation
Customer
has
a
problem
without
a
known
solution
New
technology
High
business
risk
Speed
to
market
...those
who
learned
to
collaborate
&
improvise
most
effectively
have
prevailed.
-­‐
Charles
Darwin
11

12. Raj Mudhar &
Associates Ltd.
Under the hood
12

13. Raj Mudhar &
Associates Ltd.
Co-Creation
Entry
Co-­‐Creation
Relationship
Managed
as
a
joint
project
with
one
executive
sponsor
from
each
partner
Evaluation
&
Exploration
Joint
qualification
of
an
opportunity:
scope,
value,
objectives,
model,
deliverable
Two
possible
co-­‐creation
models
from
here
13

14. Raj Mudhar &
Associates Ltd.
Two Models
Regular
Premium
14

15. Raj Mudhar &
Associates Ltd.
Regular
Features:
• Activities
and
scope
defined
and
operating
under
NDA
only
• Quarterly
workshops
to
jointly
resolve
customer
challenges,
requirements,
priorities
&
risks
• Regular
demos
and
reviews
to
collect
feedback
on
developed
features
• Joint
product
requirements
refinement
• Joint
feature
prioritization
in
backlog
• Web
based
real-­‐time
interactions
between
agile
development
teams
and
customer
co-­‐
creation
stakeholders
-­‐
open
processes
and
transparency
• Teams
may
work
in
an
Agile
or
Waterfall
context
15

16. Raj Mudhar &
Associates Ltd.
Premium
Features:
• Everything
in
the
regular
model
plus...
• Customer’s
employees
embedded
with
vendor
development
teams
• Teams
are
co-­‐located
when
it
is
feasible
• Customer’s
employees
involved
in
all
aspects
of
development
and
delivery
• Teams
work
using
Scrum
and
other
Agile
methods
and
practices
16

17. Raj Mudhar &
Associates Ltd.
Pipeline
4
weeks
17
Project
Screening
• Appropriateness
• Market
opportunity
• Strategic
fit
• Customer
and
supplier
joint
value
proposition
• Culture
Kick-­‐off
• Appointment
of
POs
-­‐
one
from
each
of
Supplier
and
Customer
• NDA
Workshop
• Preliminary
planning
• Alignment
on
processes,
objectives,
demo
schedules,
deliverables,
contributors
Teams
&
Prep
• Scrum
teams
selected
• Web
2.0
collaboration
environment
set-­‐
up
completed
Go!
• Check
off
prep
• Launch
project!

18. Raj Mudhar &
Associates Ltd.
Dangers & Pitfalls
18

19. Raj Mudhar &
Associates Ltd.
4R
Examples
• Regulatory
(e.g.
export
control)
• Rights
(e.g.
Intellectual
property)
• Relationships
(e.g.
people)
• Remediation
(e.g.
correcting
and
managing
disagreements)
19

20. Raj Mudhar &
Associates Ltd.
Why will co-creation fail
in your organization?
20

21. Raj Mudhar &
Associates Ltd.
Regulatory
Export
Control
• Permits
may
be
required
for
certain
types
of
work
• NSA
registration
• Source
code
protection
/
vaulting
• Documentation
• Design
specification
• Export
Control
Tiers
Accounting
/
Legal
• Auditable
“employee
/
employer”
relationships
• Sarbanes
-­‐
Oxley
• Accounting
rules
are
different
in
different
parts
of
the
world
• Employment
laws,
unions,
including
specification-­‐based
contracting
vs.
exploratory
development
21

22. Raj Mudhar &
Associates Ltd.
Rights
Ownership
• Technology
ownership
• Licensing
and
distribution
• How
do
you
handle
development
with
one
customer
and
then
sell
the
product
to
their
competitors?
Financial
• Who
gets
paid
for
what?
• Who
invests?
• What
if
a
partner
brings
in
proprietary
technology
as
a
complementary
component
of
the
product
that
was
developed
outside
the
scope
of
the
co-­‐creation
agreement?
22

23. Raj Mudhar &
Associates Ltd.
Relationships
Fit
• Skills
fit
• Personality
fit
at
all
levels
• How
do
you
deal
with
human
conflicts
e.g.
a
customer
engineer
is
being
difficult
putting
the
project
at
risk
Culture
• Reconciling
cultural
issues,
be
they
country/
region
related
or
corporate
• Training
employees
on
both
sides
how
to
get
along
and
work
together
• Monitoring
and
facilitating
respectful
and
collegial
work
environments
• How
do
you
handle
rewards
and
recognition?
• Are
the
skills
of
the
co-­‐creation
team
complementary?
23

24. Raj Mudhar &
Associates Ltd.
Remediation
Disputes
• Drawing
a
line
between
what
can
and
cannot
be
in
dispute
(difficult)
• How
do
you
know
you
have
a
disagreement?
• What
if
one
side
is
dragging
their
heels
and
slowing
down
the
project?
Legitimate
issue
or
not?
How
do
you
know?
• Acts
of
God?
Resolution
• Escalation
paths
for
different
classes
of
dispute
resolution
• Service
level
agreements
• Maintaing
an
audit
trail
of
disputes
and
resolutions
to
avoid
repeats
and
“death
by
a
thousand
cuts”
24

25. Raj Mudhar &
Associates Ltd.
Let’s co-create
25

26. Raj Mudhar &
Associates Ltd.
Q&A
26

27. Raj Mudhar &
Associates Ltd.
Contact:
raj@rajile.com rmudhar
rajile.com +1.613.791.7251
http://www.linkedin.com/in/rajmudhar
27

28. Raj Mudhar &
Associates Ltd.
About
Accomplished
R&D
director,
consultant
and
change
leader
for
large-­‐scale
Agile
/
Lean
organizational
transformation.
17
years
of
international
experience
leading
teams
in
Asia,
North
America,
and
Europe.
Solid
record
of
delivering
measurable
improvements
in
organizational
performance.
Skilled
influencer,
mentor
and
facilitator.
Known
for
valuing
people,
innovation,
continuous
improvement,
and
exceptional
service
to
customers.
Raj
successfully
implemented
Lean
and
Agile
methods
and
practices
in:
-­‐
embedded
software
development
-­‐
hardware
development
-­‐
product
management
-­‐
portfolio
management
-­‐
systems
engineering
|
solution
architecture
-­‐
operations
and
customer
support
-­‐
finance
and
budgeting
Raj Mudhar
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