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The innovator's guide to co creation nc
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Transcript of The innovator's guide to co creation nc
The innovator’s guide to co-creation
Dr Nick Coates, @nickcoates
FDIN event, December 2012
The inexorable rise of co-creation
1Defining co-creation
Co-creation isn’t…
You can’t hurry love
Meet fluffy...
Co-creation’s future
lies in its past
2000s 20101960s 1970s 1980s 1990spre-history
Participatory architecture(Gehl, Price, Huth)
Psychoanalysis
(Freud)User innovation
(von Hippel)
Open source movement(Linux, Mozilla)
User-centered design
Evolution of co-creation
Action Research
Psycho-doodles
Co-design OpenSpace
Big Talk Communities3D
printing
Creativity Collaboration Control
Focus on outcomesNon-rational focus
Reaching new places‘creative’ approaches
[not just choosing]
InteractivitySnowballing
Real-time componentSocial
[not a solo effort]
Purposive; often time-boundOrganisation-led
Facilitated
[not organic]
3 defining characteristics of co-creation
2Doing co-creation
Objectives of successful co-creation
1. Stretch and challenge the organisation
2. Keep solutions true to their ethos
3. Outside-in, not inside-out perspective
4. Iterate and get the details right
5. Involve a diverse stakeholder base
Do it all earlier, quicker and with greater agility
Big Talk1-2 day co-creative
workshops with consumers, staff and
experts
Consumer Advisory Boardson-going or project-based
online customer communities
Our favourite co-creation tools
Live / dramatic / physical
Great for ideationBreakthrough zone
Stakeholder engagement
Mainly asynchronousIterative, great for
optimisation24/7 access, globally
Social glue
A range of food & drink applications
Positioning Stretch NPD Retail Activation
Devising a new brand positioning to revitalise Red Stripe in
the UK
Helping Tropicana create a Brand
Stretch roadmap
Co-creating two new
products in market – Snack Pot
and Pouring Yoghurt
Co-creating the
‘restaurant of the
future’, leading to
family concepts
stores in UK, France & Germany
Coming up with Activia’s “one insight” to underpin communi-
cations
3The benefits of co-creation
Better Insight
Tactic 1. Permission to dream
The Activia Advisory Board• 3 strategic projects, 12 tactical
research questions
• 125 activities and collaboration sessions
• 80 consumer initiated activities
• 1,300 hours of participation
• Over 15,000 individual contributions
• Produced deep insights to inform strategic projects
• Answered a range of quick turn around tactical questions
Co-creation through the looking glass | slide 23
Results: co-creation in the optimisation phase
Optimisation led to the development and launch of Snack Pot and Activia Pouring Yoghurt and some of Danone’s highest ever performing concepts at BASES.
Activia’s Single Pot received 80% distribution in the first month and ASDA alone sold 3 million pots in the first month.
Co-creation through the looking glass | slide 24
Results. A winning comms campaign
• The insights generated from the community were 82% more effective than those generated through traditional methods. (Danone IPSOS Study)
• The community generated 47% more insights than those produced using traditional off-line methods (e.g. focus groups)
• Insights fed into the development of the Activia campaign: Tummy Loving Care.
• The campaign resulted in a +9% uplift in base sales.
Better Creativity
Where do the best ideas come from? (according to business leaders)
41% customers
35% heads of
business units
33% R&D
Source: Promise, Brand Together
Tactic 1. Upskilling
Tactic 2. Disinhibition
Better Belief
In summary
1. Co-creation’s richer than we think, with more applications
2. It’s not something you automate, it’s social and complex
3. It takes courage and effort to get right.
4. Key benefits we notice time and again are insight, creativity and belief – the rest you can do in other ways…
5. And the right tools mean you can explore, build and iterate to your heart’s content…
For this group, there’s still massive untapped potential
Thank you!