co creation inverting the innovation process

Co-creation: inverting the research and innovation processFace, July 2012, MRMW, Philip McNaughton

What we’re fighting against

Pace of Change

Participatory Culture

End of Monolithic Brands

End of Ivory Tower Mentality

Socialization of Brands

Active role for consumers as influencers

Co-Creation Workshops commoditized

Listening to all

Engaging with many

Developing with 1%ers

Validation

The crowd

Your crowd

A more ambitious model

Going back upstream

Going on a journey

Complex Real World Endings

Insight through the process Inspiration from anywhere

Multi-Discipline & Synthesis of Data Sources

Researchers, planners, data scientists, creative technologists, community specialists, facilitators

Individual & Group Thinking

Linking data sources - passive and active - to

find the story

Stop thinking only about product development

Equity, Communication, Service, Content,

Activation

Navigating new landscapes

Evolving Equity in

new emotional

spaces

Better ContentBetter

Experiences

New Audiences New Need-

States

Innovating with new partners in new

contexts

Co-Creation: why it

matters #1

Co-Creation: why it matters #2