collaborative innovation: can consumers really be creative?
DESCRIPTION
Presentation at the 2014 Chief Innovation Officers' SummitTRANSCRIPT
COLLABORATIVE INNOVATION
CAN CONSUMERS REALLY BE CREATIVE?
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1,770Co-creation articles in Google Scholar
Where do the best ideas come from? (according to business leaders, 2009)
“Consumers aren’t creative”
“They can only help us
understand the now”
“They’re only
useful for insight”
“They can’t help us
come up with new
ideas”
“They’re lazy and
motivated by money”
“They just give you
compromised
groupthink”
“They only tell you
what they think you want to hear”
“They’re only good
for incrementa
l innovation”
“The customer is always a co-creator of
value”
#1RELATIONSHIPS
ARE THE SOURCE OF OUR RESULTS
#1RELATIONSHIPS
ARE THE SOURCE OF OUR RESULTS
CONNECT: GET DEEP &
PERSONAL
WHAT YOU PUT IN
• Met them 3+ times
• Spent 15 hours with them
• Delved into the personal and private, even when it was ‘off topic’
WHAT YOU GET OUT
• Deeper effort and commitment
• Less inhibition• Increased
‘creativity’• Increased
authenticitiy
#2EVERYONE CAN BE
CREATIVE
#2EVERYONE CAN BE
CREATIVE
UPSKILLL: RESOURCE YOUR CO-CREATORS
#3BREAKTHROUGHS
COME FROM UNREASONABLE
REQUESTS
#3BREAKTHROUGHS
COME FROM UNREASONABLE
REQUESTS
CHALLENGE: EMBRACE THE
EXTREME
Norm was:1 week (maybe longer)
They said:28 minutes
EE built: 24 hours
…we need to think about them as
part of our team & treat them accordingly
300 consumers - “respondents”
300 collaborators - “team members”
Out of 10 million customers On top of your 30 person team
PROFESSIONAL
Finished
Fluent
Logical
Expert
Solutions
UNIVERSAL
Idealised
Authentic
Emotional
Everyday
Inspiration
Co-created solution: Orange Clone vending machine
Launch solution: Clone Phone insurance service
Insight: my phone’s my lifeline; content makes A phone MY phoneSolution pillars: SPEED, CONVENIENCE, REPLICATION
TO COMPLETELY TRANSFORM THE WAY COMPANIES INNOVATE
FROM “CREATED BY EXPERTS” TO “COLLABORATED WITH CONSUMERS”
BY…
PROVING THAT THIS WAY OF INNOVATING LEADS TO FASTER GROWTH
