Co-Creation 2

Continuing the conversation about co-creation, here was last post concerning what types of products and services could benefit from co-creation. As the following post was written over a year ago, now's the time to update it and perhaps give more examples within each category. Ideas and comments welcome! A lot has been written in the past year on the topic, but I find it more fun to co-create the idea of co-creation. --- (2.12.05) Thanks to everyone's contributions on defining the concept of co-creation (here), I think we're arriving at a pretty good place. Here's where my head's at now:

"An open, ongoing collaboration between employees and customers to define and create products, services, experiences, ideas and information."

Open brings in the idea of transparency, so that non-participants can easily see the collaborative process. This, in my mind, eliminates traditional customer research from the definition. Ongoing implies that it's not a one-time shot at obtaining customer input and then taking the rest of it in-house. Anyone can participate at any time. Collaboration brings in the spirit of teamwork. Employees and customers are peers in the process. In many cases, the company simply serves as a facilitator of the process. Products are probably the most clear-cut application for co-creation: open-source software, Wikipedia to this list as a co-created encyclopedia (although it would also apply to information and ideas). Information is probably the next obvious application: Amazon.com, Del.icio.us") | Yahoo! My Web Mantra Brand Communication. She has extensive experience in brand/marketing strategy, market/customer research, integrated marketing communications and channel support. Jennifer also writes the

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