A co-creative future

Dr Nick CoatesResearch Director, Promise

1Old ideas in new clothing

Source: Promise, based on Google Scholar data. Retrieved on 27th July 2010 using the search term ‘co-creation’ and sorted by year. 2010 data excluded as incomplete.

Co-creation’s come of age

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

But co-creation as an idea is not new!

#1 NO SPECTATORS! Burning Man

Co-creation’s 6 guiding principles

Co-creation’s 6 guiding principles #1 NO SPECTATORS! Burning Man

#2 DIVERSITY RULES Bletchley Park

#1 NO SPECTATORS! Burning Man

Co-creation’s 6 guiding principles

#2 DIVERSITY RULES Bletchley Park

#3 HUMILITY IS THE MOTHER OF CO-CREATION Open Source

#1 NO SPECTATORS! Burning Man

Co-creation’s 6 guiding principles

#2 DIVERSITY RULES Bletchley Park

#3 HUMILITY IS THE MOTHER OF CO-CREATION Open Source

#4 INVOLVE YOUR USERS Literary Theory

#1 NO SPECTATORS! Burning Man

Co-creation’s 6 guiding principles

#2 DIVERSITY RULES Bletchley Park

#3 HUMILITY IS THE MOTHER OF CO-CREATION Open Source

#4 INVOLVE YOUR USERS Literary Theory

#5 SIZE OF LISTENING = SIZE OF SPEAKING Group psychology

#1 NO SPECTATORS! Burning Man

Co-creation’s 6 guiding principles

#2 DIVERSITY RULES Bletchley Park

#3 HUMILITY IS THE MOTHER OF CO-CREATION Open Source

#4 INVOLVE YOUR USERS! Literary Theory

#5 SIZE OF LISTENING = SIZE OF SPEAKING Group psychology#6 THE ANSWER ISN’T ALREADY OUT THEREPsychotherapy

2Co-creation today

2Co-creation today

#1 What is co-creation?

NOT mass customisationPersonal value > shared value | No interaction

NOT open innovationCompetition-based | Individual achievement > group

NOT crowdsourcingOutsourcing ethos – competition basis | Little group interaction]

What defines co-creationThe three Cs of Co-creation

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]

2Co-creation today

#1 What is co-creation?

#2 Co-creation in action

Example 1: customer idea exchangesMystarbucksidea.com

Example 2: inventing the future of a categoryCo-creating the new A380 for Etihad

Example 3: bringing organisations togetherCo-creating a higher purpose for Kraft Foods

Example 4: the participatory museumThe community becomes the creator at Wing Luke Asian Museum

3The future’s bright, the future’s co-creative

The future’s bright, the future’s ... co-connectiveGoing further and deeper with C21st technology

AUDIENCEMore representative and inclusiveMore diversity: better engagement of both experts and non-expertsUtilising the power of intergenerational technologies: Wii, iPad,Skype

GEOGRAPHYBottom of the pyramid; developing worldMore international / cross-cultural

CHANNELMore hybridsMore multichannelUtilising the power of mobile smartcomputing and the cloud

The future’s bright, the future’s ... co-productiveVisualisation, mashups, pro-am media technology and 3D printing

But there are challenges...4 risks to watch out for

4. KEEPING IT REAL

How do we avoid the

technocratic urge?

2. IMPACTHow do we

ensure follow-through

and momentum?

3. FATIGUEWill co-creators keep it up once the novelty’s

gone?

1. OWNERSHIPHow do we

address IP and incentivisation?

MERCI BIEN!