Download - Co creation inverting the innovation process
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Co-creation: inverting the research and innovation processFace, July 2012, MRMW, Philip McNaughton
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What we’re fighting against
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Pace of Change
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Participatory Culture
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End of Monolithic Brands
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End of Ivory Tower Mentality
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Socialization of Brands
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Active role for consumers as influencers
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Co-Creation Workshops commoditized
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Listening to all
Engaging with many
Developing with 1%ers
Validation
The crowd
Your crowd
A more ambitious model
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Going back upstream
Going on a journey
Complex Real World Endings
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Insight through the process Inspiration from anywhere
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Multi-Discipline & Synthesis of Data Sources
Researchers, planners, data scientists, creative technologists, community specialists, facilitators
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Individual & Group Thinking
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Linking data sources - passive and active - to
find the story
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Stop thinking only about product development
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Equity, Communication, Service, Content,
Activation
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Navigating new landscapes
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Evolving Equity in
new emotional
spaces
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Better ContentBetter
Experiences
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New Audiences New Need-
States
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Innovating with new partners in new
contexts
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Co-Creation: why it
matters #1
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Co-Creation: why it matters #2