The document discusses the concept of co-creation and its guiding principles. It defines co-creation as creativity, collaboration, and shared control between organizations and participants. The document outlines co-creation's six principles and provides examples of companies that have implemented co-creation, such as Starbucks seeking customer ideas online and Etihad involving customers in designing aircraft. Finally, it discusses how co-creation could evolve in the future through new technologies and channels, but will need to address challenges around impact, ownership, and maintaining participation.

1. A co-creative future Dr Nick Coates Research Director, Promise

2. 1 Old ideas in new clothing

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

4. 2000s 2010 1960s 1970s 1980s 1990s pre-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!

5. #1 NO SPECTATORS! Burning Man Co-creation’s 6 guiding principles

6. Co-creation’s 6 guiding principles #1 NO SPECTATORS! Burning Man #2 DIVERSITY RULES Bletchley Park

7. #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

8. #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

9. #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

10. #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 THERE Psychotherapy

11. 2 Co-creation today

12. 2 Co-creation today #1 What is co-creation?

13. NOT mass customisation Personal value > shared value | No interaction

14. NOT open innovation Competition-based | Individual achievement > group

15. NOT crowdsourcing Outsourcing ethos – competition basis | Little group interaction]

16. What defines co-creation The three Cs of Co-creation Creativity Collaboration Control Focus on outcomes Non-rational focus Reaching new places ‘ creative’ approaches [not just choosing] Interactivity Snowballing Real-time component Social [not a solo effort] Purposive; often time-bound Organisation-led Facilitated [not organic]

17. 2 Co-creation today #1 What is co-creation? #2 Co-creation in action

18. Example 1: customer idea exchanges Mystarbucksidea.com

19. Example 2: inventing the future of a category Co-creating the new A380 for Etihad

20. Example 3: bringing organisations together Co-creating a higher purpose for Kraft Foods

21. Example 4: the participatory museum The community becomes the creator at Wing Luke Asian Museum

22. 3 The future’s bright, the future’s co-creative

23. The future’s bright, the future’s ... co-connective Going further and deeper with C21 st technology AUDIENCE More representative and inclusive More diversity: better engagement of both experts and non-experts Utilising the power of intergenerational technologies: Wii, iPad,Skype GEOGRAPHY Bottom of the pyramid; developing world More international / cross-cultural CHANNEL More hybrids More multichannel Utilising the power of mobile smartcomputing and the cloud

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

25. But there are challenges... 4 risks to watch out for 4. KEEPING IT REAL How do we avoid the technocratic urge? 2. IMPACT How do we ensure follow-through and momentum? 3. FATIGUE Will co-creators keep it up once the novelty’s gone? 1. OWNERSHIP How do we address IP and incentivisation?

26. MERCI BIEN!