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Co-Creation is an increasingly interesting and talked about topic of conversation. Yet some are left to ponder its relevance and value to an organization. During this webinar, Jennifer Kitchen, Managing Director of Promise North America will challenge the audience to think about “Why aren’t organizations infusing co-creation into their brand development processes?” As fodder to the discussion, Jennifer will draw upon real-life stories from a range of co-creation believers and skeptics.
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Our challenge today: If Co-creation is such a hot topic…why aren’t all businesses embracing it?
Co-creation Forum
Presented by Jennifer Kitchen, Managing Director, USA
Promise Corporation
November 18, 2011
“The act of involving consumers directly,
and in some cases repeatedly, in the product creation or innovation process. Companies
engage with consumers on initial
product concepts and ideas, and they use
consumers as a resource throughout
the product development life cycle.”
Doug Williams, Forrester Research
Journey of businesses over the past few centuries…
“Successful organizations co-create products & services with
customers”
“If I had asked people what they wanted they
would have said a faster horse”
“Advertising people who ignore research are as
dangerous as generals who ignore decodes of enemy
signals”
Co-creation as a catalyst of outside-in thinking…not inside-out thinking
“I’d rather have…(the) conversation in my living room
than someone else’s”
(Michael Dell CEO, 2008)
If Co-creation is such a hot topic…why aren’t all
businesses embracing it..?
The believers are really
passionate about co-creation.
The Experience
The Necessity
The Opportunity
The Experience
“In the 10 years I’ve been involved in
airline industry research, I have heard things today that I have never heard before. It’s been fantastic!” Premium product manager Global Airline
“Great insights and direction on brand
strategy. It was fantastic that we really started working with our customers on strategic brand issues”
Marketing Director, Healthcare
“To have created such a unique brand and product, shared by twelve totally separate
companies, is a huge achievement in itself, and something to which the Promise team has made a significant contribution” CEO, Global Hotel
The Necessity
”The world is too fast, too complex and too networked
for any company to have all the answers inside”
Yochai Benkler, author of The Wealth Of Networks
“Co-creation is a revolution that is happening. The train has already left the station. We
are moving into a time, where companies are going to have to become a network orchestrator. Companies are shifting from doing everything themselves, to becoming coordinators of a network.”
Jean-Yves Minet, Executive Director, Global Market Development Estée Lauder Companies
The Opportunity
The believers, yet
baffled have a few
questions remaining…
A few questions worth talking about…
How do I get my organization to change?
What is my role in all of this?
Are consumers really able to be creative?
1.
2.
3.
Question #1
Are consumers
really able to be
creative?
Where do the best ideas come from? (according to business leaders)
A business leaders point of view…
Creativity =
Many times I'll meet someone who I think is clueless, and then he or she comes up with
the best solution to a problem. Never judge a book by its cover!
Everyone is creative. Living is creating.
Everyone is creative in their own right because they are continually being creative in all the things they do from the way you do your hair you are creating your personal style to which colour curtains you have in your bedroom. From the meals you create to the stories you create for your children
creativity never stops.
Source: Promise - Brand Together Community 2010
Two key ingredients to harnessing creativity
The Space The Tools
• Safe
• Trusted
• Empowered
• Collaborative
• With Purpose
• Art from within
• Absence
• Projection
• Self-discovery
• Tantrum
Tantrum
Art from Within
Question #2
What is my role in
all of this?
Doesn’t it actually get me further
Sounding board Speed
More minds Efficiency
Supporting your cause Caring about your brand
Question #3
How do I get my
organization to
change?
Our prediction:
Organizations of the future will be truly co-creative
“Co-creative” ADJECTIVE Cultural focus “Co-create” VERB Process focus “Co-creation” NOUN Product focus
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” NOUN Product focus
Co-creation as NPD: the case of Danone
Challenge:
1) Increase
penetration &
frequency through
communications
2) Fill the NPD
pipeline with brand
innovations
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
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” VERB Process focus
“Co-creation” NOUN Product focus
Co-creation as change: the case of Kraft
Challenge:
Following major
acquisitions &
changes, create the
“new Kraft foods”
Solution:
Big Talk:
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 single most
important decisions we made.
Perry Yeatman SVP Corporate Affairs
Kraft Foods
“Co-creative” ADJECTIVE Cultural focus
“Co-create” VERB Process focus
Co-creation in the long-term: a way of being
“Co-creation” NOUN Product focus
Focus: Organizational approach to customers Discipline: Strategic and transformative Success: A belief system and approach to the customer
“Co-creation instills change in the organization. And a large organization becoming co-creative is still 10 years away.
Changing large organizations is difficult – even if they are trying to. But, look at what happened with the digital world
and social media. It took time for it to become as huge as it is today, but co-creation will get there. Companies want to see results – they need to do “tests” (i.e. small projects) to see it
and to see if it works. This is why it will take such a long time.”
Jean-Yves Minet, Executive Director, Global Market Development, Estée Lauder Companies
If Co-creation is such a hot
topic…why aren’t all businesses embracing it..?
Thank you!
for more information please ask:
Jennifer Kitchen | MD North America [email protected]
Promise Corporation
99 Madison Ave New York, NY 10016
t: +1 616 401 5184 w: www.promisecorp.com
