Posts tagged ‘crowd sourcing’

June 29, 2014

Co-creation: In search of the wrong answers

Another world is possible © P. Bertini 2011

Another world is possible

We Live in industrialised times: everything is following the strict industrial standards set over 150 years ago by the industrial revolution.

Mass production and the need to have standardised process, where one fit all, created a society that has tried to convince us that there is one way to do things right, that there’s one solution to a problem, one right perspective, one direction.

Multiple directions, different choices, and different paths would have been detrimental to an industrial society, which needed conformance and standards to deliver its goods and create the cultural and economic system we are all imbued with today.

To reach the largest number of people, everything has been industrialised: processes, production, creativity, and education.

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June 9, 2014

Participative creativity

Creativity © P.Bertini

Creativity © P.Bertini

[Excerpt. The full article is available on Editorial IV. Many thanks to Joseph McKeating]

Crowdsourcing, open innovation, co-creation, and co-production all have become buzzwords that are often used interchangeably.

However, these words identify different processes that have a few key differences, but also a key similarity: they are all innovation and creativity-driven activities.

The outcome of all of these activities are products or services, and all of these initiatives focus on the engagement of customers and people outside of the organization.

Then similarities stop and the differentiating factors come into play.

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May 15, 2014

Co-creation: the power of conversations [3 of 4]

Prill's crowd sourcing campaign

Prill’s crowd sourcing campaign

Media & Co-creation

Looking into the media, we find a number of articles claiming that companies are applying co-creation; yet, looking closer would reveal that those initiatives are something slightly different.

Coca-cola is said to be using co-creation a lot, but as David Moth (2012) on e-consultancy writes: “When Coca-Cola’s ad agencies ran out of ideas for a marketing brief, the company decided to turn to an online community to crowdsource some ideas”. So, what Coca-cola did, was an open call for ideas, asking the community to share individual ideas from where the company can dig for future inspiration. Coca-cola had over 3.600 submissions.

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May 3, 2014

Co-creation: the power of conversations [2 of 4]

The Co-creation process © C. Bughi

The Co-creation process © C. Bughi

Co-creation Vs crowd creation

So, when looking back at what media often portrays as co-creation, the confusion becomes evident.

Co-creation is no co-production: many initiatives labelled as co-creation are actually co-production experiences, which are experiences where customers participate to the production and delivery of the product or service: the self-service checkouts at supermarkets are a typical example of co-production. One of the consequences of co-production is also known as the Ikea effect, that cognitive attitude that leads to an increased perception in value of objects customers have build by themselves, because of their involvement in the production phase.

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