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Co-Creation: Unleashing Innovation with the Power of Customer Collaboration
Fidelity Center for Applied Technology and Suffolk University Sawyer Business School's Center for Innovation and Change Leadership
Tuesday, February 19, 2013 from 9:00 AM to 12:00 PM (EST)
The Big Idea. Now more than ever, companies and customers can collaborate to build amazing new products and services that neither one could possibly build alone.
This is Different. Companies already interact with their customers in many ways to promote innovation:
- Traditional market research (focus groups, surveys) invites customers to provide input in a structured way (ask what they want).
- Idea Challenges encourage the community to offer unique perspectives and discuss creative solutions (engage them to discover what they want)
- Design Thinking relies on immersion or field observation to uncover latent or unarticulated needs (infer what they want).
- Personalization and mass-customization gives customers tremendous flexibility about how they experience a company’s products and services (choose what they want, for themselves)
Co-Creation extends each of these practices further, to actually enable them to build what they want for themselves and for each other. Customers and companies alike reap the benefits of innovative solutions that simply wouldn’t have happened otherwise.
The Time is Now. It has not really been feasible to do co-creation at scale until now. The convergence of social interaction, mobility, cloud computing, and information (what Gartner calls the “nexus of forces”) over the past decade has enabled new platforms that connect consumers and organizations in powerful ways. As these forces continue to mature and reinforce each other, new strategies for innovation are becoming possible.
Our guests are academic experts and early adopters:
- Frank Piller, RWTH Aachen & Massachusetts Institute of Technology – a keynote on success factors (and pitfalls) from one of the world’s leading experts on mass customization, co-creation, and open innovation
- Dave Balter, Founder and CEO of BzzAgent – a pioneer in social marketing services that allow consumers to discover, try and share popular new products and services (often for free) and influence big-name brands with their valued feedback.
- Chris Osgood and Nigel Jacobs, Mayor’s Office of New Urban Mechanics, City of Boston – an approach to civic engagement that delivers transformative city services to Boston’s residents and re-invents how citizens and governments can work together.
- Jay Moody, Intuit – a surprising platform that allows consumers to help each other with tax preparation brokered by a software and financial services company known for disrupting industries with their innovative products.
- Stephanie Lawson Brooks, Suffolk University – offers the consumer perspective on collaborative consumption and co-creation based on current trends, research and reflections.
What’s in it for you? You’ll walk away with an understanding of what co-creation is, why you might use it in your organization, and how best to do it – including practices to avoid and to embrace when designing your co-creation initiative. You’ll also participate in an interactive workshop where you can share ideas and strengthen your network with other innovation leaders and practitioners from a wide range of industries.
There will be a continental breakfast starting at 8:30 am