8/3/2019 meaning of co creation

http://slidepdf.com/reader/full/meaning-of-co-creation 1/1

ecliningorstagnantmembership…..Matureproductsandservicesdeliveringlesstothebottomline…..Hardertoattractandkeepvolunteerleaders…..Costlydeliveryofproductsandservices…..Everincreasingdirectandindirectcompetition…..Youmaybefamiliarwiththesesigns.Theyoccurmoreoftenamongassociationstodaythaneverandwecanexpectonlymoreofthesame.Unlesswerecognizewhatiscausingthisdeteriorationandadaptnewmethodstocreate“essentialvalue”andshareit.

By“essentialvalue”Imeansomethingofvalueyourmembersorcustomersfeeltheycan’tdowithout.Ortoputitanotherway,deliveringaproductorservicethatanswersthequestionyouputtoyourcustomer….”whatkeepsyouupatnight?”Increasingly,theoldmethodsofmeasuringamomentintimeofcustomerormemberneed,expectationordesiredoutcomeviasurveys,focusgroups,etcarenotcapableontheirowntodevelopessentialproductandserviceexperiences.Suchintelligencegatheringistooslow,tooremoved,toooftenmisinterpreted,andtoooldtobeusefulinthedesignanddeliveryofproductsandservicesina“realtime”,customizedworld.AswesawinCase4Changeendusersofproductsandservicesareincreasinglymoredemandingnotonlyintheendproduct’sabilitytodelivervalue,butalsoinhowtheproductionprocessengagethemacrosstheentirespectrumofproductand

servicedevelopment.Today’sleadinginnovatorsfromglobalcompaniesliketoymakerLegotosmallCanadiansoftwareproductoutfitslikeCambrianHouse(above),areleveragingthemagicof“peerproduction”(volunteercontributedcontent)and“crowdsourcing”(paidcontributorcontent)tocreatemassivelydistributedidea,design,productionandmarketingfactoriesfortheglobalknowledgeeconomy.Wearewitnessingtheevolutionofanewmeansofproductionfromthepreviouscentury’scommandandcontrolstructuretoamorenetworkedsystemwherepeopleoutsidetheorganizationcancontributevaluableintellectualcapacitywithinternalemployees.Theycollaboratetogethertocreateessentialvaluethatbecomescustomizedproductsorserviceswhichinturntheybuyandevangelizewithunprecedentedvigor.Hereisafunoverviewofthevaluepropositionandinvestorvideopitchofjust

suchaenterprise.Inthissectionweprofileorganizationswhoarereshapinghowmasscustomizedproductsandservicesarebeingcreatedanddeliveredtomarketusingpeerproductionandcrowdsourcing.Justsomeoftheplayerswe’lllearnaboutinclude:• CambrianHouse–anexcitingnewcompanyfromCanadawheretheentireproductdevelopmentprocessfromIdeation,BusinessCase,Design&Production,Distribution,andMarketingisdrivenby“crowdsourcing”• CrowdSpirit-usecrowdstodevelopandbringtomarkettangible,inexpensive,electronicdevicessuchasCDplayers,joysticksforvideogames,andWebcams• Gannett–YESThatGannettthenewsorganization–hasplanstochangeitsnewsroototakeadvantageofpeerproduction,puttingreaderstoworkaswatchdogs,whistle-blowers,andinvestigators

Ifyouhaveotherfavoritesmaybeevenyourownorganization,sharethemhere.