Collaborative innovation: can consumers really be creative?

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