Co-creation. You probably heard from it (or not): it’s a popular tool these days. But what is it exactly? It’s about working together (‘co’) to achieve one common goal: create a change, a new concept (‘creation’). It’s about sharing knowledge and also ideas instead of all working individually. Together we’re stronger, right?
There are different kind of co-creation explained James Veenhof during a Talk & Drinks at Deskowitz, Amsterdam. This inspiring man is a partner at Fronteer Strategy and knows everything about the subject. Going to this lecture brought me new insights about co-creation.Here I’ll give you a quick overview about what co-creation is and what the different kind of co-creation are.*
Co-creation can be done with different kind of people: consumers or experts. Who to choose is an important thing: is it about getting quantity or quality? Working with consumers will give you a lot of ideas and information but only a few people will give you the one idea you were looking for. But they’ll give you an insight of what they want, need or dream of. On the other hand working with experts will give you quality – these people know what they’re talking about. Experts can bring their knowledge to create good and exciting concepts. When the group is chosen (consumer vs experts) the kind of collaboration has to be decided: does the session contribute only to the organisator or also to the participants? It’s about who owns the ownership of the session.
Why is co-creation so important? Well, the world is moving and so are we, people and organisations. We need to move along with this energy instead of just watching it. When a company needs to design or redesign a concept – wether it’s a product or a service, they need to find consumers and experts within that field. These people can be brought along during a co-creation session.
What kind of tools are necessary for a co-creation? Communication skills are very important here! All participants need to get along with each other for the session. Secondly, design thinking tools are very useful. Think about the HWM-question (How Might We), customer journey, brainstorming, visualisation, rapid prototyping, dark horse prototyping, concept making, pitching, etc… These tools will be explained in another post soon, promised!