Upload
nick-coates
View
617
Download
1
Tags:
Embed Size (px)
DESCRIPTION
A presentation about ways of working more creatively with consumers in co-creation work. Given at the world Mass-Customisation, Personalisation and Co-Creation conference (MCPC 2011) in San Francisco.
Citation preview
Co-creation through the looking glassHarnessing consumer creativity
Dr Nick Coates, Research Director, Promise Corporation @nickcoates
Anna Peters, Senior Consultant, Promise North America @stand_in_line
Why care?
Co-creation through the looking glass | slide 3
Evidence I: creative consumer
Co-creation through the looking glass | slide 4
Evidence II: customer centricity
Where do the best ideas come from? (according to business leaders)
Co-creation through the looking glass | slide 5
Evidence III: cognitive surplus
This is a presentation about how we can make more of the inherent creativity of humans when we involve them in co-creation.
DELETE THE IMAGE TO REPLACE IT
Co-creation through the looking glass | slide 7
Hang on a sec!
I need an idea,
NOW!
1Demanding Divas
2Precious
Professionals
Step away from the
creative!!!!
So isn’t creativity a special skill?
Most people don’t agree
n=2,000
Our view:We are all creative
Ask yourselves...
If your boss calls when you’re on your 3rd martini
tonight what will you say?
If you murdered someone during MCPC and were asked what you’d been up to what would you say?
Creativity =
Anyone can be creative, especially if they are given the encouragement and the opportunity. Watch a small child playing - they are creating a world around themselves and the inhabitants of that world. As we get older, we become more
self conscious and lose that ability to get lost in our creative minds. We are told that things are good or not good and become more self critical.
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
Barrier #1
The still pervasive
myth of the
creative ‘genius’
or expert
Barrier #2
The currency of
co-creation is
often seen as
just ‘ideas’
Barrier #3
The enemy of
creativity is
inhibition
Wonderland:A place where creativity is possible
Co-creation through the looking glass | slide 20
We need to create our own ‘wonderland’
Co-creation through the looking glass | slide 21
Co-creation through the looking glass | slide 22
CHILD | DREAMS | NIGHTMARES
Enabler: Tantrum
1. Think back to what it’s like to be a 3 year old 2. Start making unreasonable requests 3. Stamp your feet, shout louder, repeat 1-3
Activity:
Art from Within
Co-creation through the looking glass | slide 25
Art from Within: relationship with the taxman
2010. HMRC Tax Compliance project. See Brand Together, Kogan Page, 2012.
Co-creation through the looking glass | slide 26
Art from Within: the zen of fuel saving
2010. Shell, Psychology of Fuel Saving Workshop DRESDEN
Co-creation through the looking glass | slide 27
OPPOSITES | EXTREMES | ABSENCE
Enabler: Crazy Bank
1. The bank that only lets you pay in cash 2. The bank that only opens between 9 and 5 3. That bank that doesn’t care if it loses you money
Activity: World without X
Spend 45 minutes building a world
WITHOUT CASH
Co-creation through the looking glass | slide 31
Insight: NO CASH = BETTER MONEY
Co-creation through the looking glass | slide 32
Co-creation through the looking glass | slide 33
RULES | RESTRICTIONS | DEMANDS
How long you haveWho you work withWhat you work onWhat you build onWhat you create
TimeTeamFocus
StimulusOutputs
Enabler: invent your own game
1. Invent a game that’s never been played before 2. Create rules, a name and get ready to do a demo 3. You’ve got 3 minutes
Activity:
the art exhibition in 50 mins
Co-creation through the looking glass | slide 36
New Value: an art exhibit in 50 mins
Did you hear?
Digital MediaBANK
The Social Gym SculptureHEALTH
12
Kitchen Table
Spoken WordSUPERMARKET
Love HateCollageCELLPHONE
34
Feed not GreedPen &
PolyboardFOOD
5 IDPaintingRETAIL
6
Impossible?
Harnessing the creative consumer | slide 38
“There’s no use trying”, said Alice, “one can’t
believe impossible
things”
I daresay you haven't had much practice," said the Queen. "When I was your age, I always did it for half-an-hour a day. Why, sometimes I've believed as many as six
impossible things before breakfast.
We believe in consumer creativity
Let’s learn from Alice’s adventures
Let’s learn to think more impossible thoughts
Let’s build our own co-creation wonderlands
Thank you!