The co-creative organization of the future
www.promisecorp.com @promisecorp.com
Dr Nick Coates, Research Director, Promise Corporation @nickcoates
Anna Peters, Senior Consultant, Promise North America @stand_in_line
Descartes Theory of Pain, 1664:
The modern health-care system Goals: extend quantity of life, reduce pain
sick
medical intervention
life death
An inside-out approach to the problem
sick
ongoing health management
medical intervention
(if you’ve paid your insurance)
psychological factors
social factors
psychological factors
social factors
After Lindsay St Clare, 2003
The inside-out approach
fails to take into account the irrational
human element
Business has evolved with the same ‘inside-out’ mindset
Past Present
servicemanufacturing
“if I had asked people what they wanted they would have said a
faster horse”
Future
business 2.0
? - FORD - OGILVY
“Advertising people who
ignore research are as dangerous as generals who
ignore decodes of enemy signals”
Business has evolved with the same ‘inside-out’ mindset
Past Present
servicemanufacturing
“if I had asked people what they wanted they would have said a
faster horse”
Future
business 2.0
- FORD - OGILVY
“Advertising people who
ignore research are as dangerous as generals who
ignore decodes of enemy signals”
“Successful organizations
co-create products &
services with customers”
- IBM
The inside-out
approach to problem
solving is no longer
relevant
Organizations of the future will be co-creative.
Our Prediction:
Our Prediction: from co-creation to co-creative
“Co-creative”
“Co-create”
“Co-creation”
Co-creation in the short term: emphasis on the ‘what’
Focus: Outcomes and completion
Discipline: NPD and innovation
Success: A function of what’s produced & an ‘objective’ assessment of value.
“Co-creation”
NOUNProduct focus
Co-creation as NPD: the case of Danone
Challenge:
Fill the NPD pipeline with innovation concepts in a market where all the long-hanging fruit had been taken.
Solution:
The Activia Advisory Board:
•400 women•3 months•1,300 hours online
Outcome:
82% more effective insights
9% uplift in base sales
10 new product propositions
Healthcare & co-creation as NPD
Goal: a new bed designed by patients, porters, surgeons, nurses & cleaners
Co-creation in the mid-term: facilitating change
Focus: Process
Discipline: Internal change management
Success: The impetus and action caused as a result of the process
“Co-create”
VERBProcess focus
“Co-creation”
NOUNProduct focus
Co-creation as change: the case of Kraft
Challenge:
Following major acquisitions & changes, there was a need to create the “new Kraft foods”
Solution:
1) Big Talk:
2) Big Talk Online:
Outcome:
Co-created mission, vision & values in under four months
This project is a landmark. Using Co-creation was one of the of the
single most important
decisions we made.
Perry Yeatman SVP Corporate Affairs
Kraft Foods
Healthcare & co-creation as change
Goal: work with sick people, well people, care-givers, doctors, nurses &
administration teams to create a new customer-care charter
“Co-creative”
ADJECTIVECultural focus
“Co-create”
VERBProcess focus
Co-creation in the long-term: a way of being
“Co-creation”
NOUNProduct focus
Focus: Organizational approach
Discipline: Strategic and transformative
Success: A belief system and approach to the customer
1. Customer Inside
3. Networked partners
2. Conversational Learning
4. Co-creation Platforms
6. Shared Success
5. Flexible Structures &
Roles
A way of being: the ‘outside-in’ approach
Have customers on the board
Host continuous customer
conversations
Facilitate the adaptation of your product & services
Get rid of verticals in favour of an eco-system approach
Have customer-volunteers sit with you
in your office
Give your consumers shares in your
business
Co-creation will become a way of being.
Our Prediction:
The inside-out healthcare system of the future
Goals: quantity of life, reduction of pain, no sickness
The co-creative healthcare system of the future
Goals: overall quality of life, wellbeing and joy
The co-creative 0rganization of
the future: your ‘out-side in’
checklist
1.Customers Inside
2. Networked Partners
3. Conversational Learning
4. Co-Creation Platforms
5. Flexible Structures & Roles
6. Shared Success
Thank you!