The innovation It is the key lever to achieve the sustained growth of any organization.
According to the latest IBM Global CEO Study, 63% of companies' top executives want to promote collaborative innovation strategies and, in particular, strategies for co-creating new products and services with customers.
For those who differ in co-creation We define it as a strategy that is characterized by being open and participatory, involving both the organization and its clients.
Some of the characteristics of co-creation are:
- It is open
- It is participatory
- You need the organization as well as your clients
Based on one of the main characteristics of co-creation, participation, Kevin Dunbar, an eminent sociologist at the University of Maryland, who has studied creative processes for the last decades, has shown that the best ideas and discoveries They usually arise from meetings, formal or informal, in which share ideas, it is discussed and built on everyone's contributions. This is the main reason why Google has multiple informal spaces where its workers can talk about any topic, and it is also the reason why it encourages employees to eat in the canteen, for which it offers extremely varied menus and of great quality at very affordable prices.
Also highlight that a co-creation project cannot be developed successfully without close and equal collaboration between the members of an organization and its clients.
For the organization that promotes the project, the main gains are the detection of consumer insights and the development of new products and services. For the clients who participate in it, the main benefit has to do with their satisfaction at being able to participate in a project promoted by one of their favorite brands, which, in addition, takes their opinions seriously and, based on them, develops new and better products and services.
