Co-creation is the process of creating something together that often involves a broader range of stakeholders. It’s a collaborative approach that can be used to develop new ideas, products, or services together with your customers and partners. Today, co-creation is widely recognized as an important tool for innovation and business success that is being used by some of the world’s leading companies to develop new products, services, and even entire business models.

Why co-creation is essential for innovation

There are actually several reasons why co-creation is so important for innovation. First, it helps to break down the silos that can exist within organizations. When people from different departments or areas of the business come together to create something new, they’re able to share their unique perspectives and expertise. This can lead to a more holistic view of the problem or challenge being addressed, and ultimately, to more innovative solutions.

Another reason why co-creation is important for innovation is that it speeds up the process of bringing new ideas to market. When end-customers  are directly involved throughout a project, we can quickly test and iterate on ideas together with them. This helps to reduce the risk of investing time and resources in an idea that may not ultimately work out.

Last, but not least, co-creation can help to create a sense of buy-in and ownership for the final product or solution. When people have been involved in the creation process, they’re more likely to be invested in the outcome and to use and promote the final product or solution.

How can co-creation help businesses succeed?

There are several ways in which co-creation can help businesses succeed. First, it can help businesses to develop a competitive edge. By involving customers, employees, and other stakeholders in the creation process, businesses can develop products and services that are better tailored to their customers' needs. This can lead to improved customer satisfaction and loyalty, and ultimately, to increased sales and market share.

Second, co-creation can help businesses to save time and money. As we mentioned earlier, by involving end-customers in the creation process, businesses can quickly test and iterate on ideas thus avoiding costly mistakes.

Last, co-creation can help businesses to build stronger relationships with their employees, customers, and other stakeholders. When people feel like they’re part of the creation process, they’re more likely to be loyal and engaged. This can lead to improved communication and collaboration and a more positive experience for everyone involved.

Some examples of successful co-creation

There are a number of companies that have successfully used co-creation to develop new products or services. Iconic children’s toys company LEGO’s Ideas Platform has developed a number of successful products, including the popular LEGO MINDSTORMS robotic kit,  through co-creation with the LEGO builder community.. Another example is consumer goods giant Procter & Gamble, which has used co-creation to develop a number of successful products, including the Swiffer Mop.

A third, maybe surprising, an example is DHL. The courier and logistics giant has formalized the way it asks for input from customers by opening DHL Innovation Centers where customers can brainstorm and come up with input for how the company can up its performance.

The takeaway

If you’re looking for ways to improve your innovation process, co-creation is definitely worth considering. By involving multiple departments and customers in the creation process, you can break down silos, speed up the process, and create a sense of buy-in and ownership for the final product. And, as the examples above show, co-creation can lead to some pretty amazing results.

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