The co-creative organization of the future

www.promisecorp.com @promisecorp.com

Dr Nick Coates, Research Director, Promise Corporation @nickcoates

Anna Peters, Senior Consultant, Promise North America @stand_in_line

Descartes Theory of Pain, 1664:

The modern health-care system Goals: extend quantity of life, reduce pain

sick

medical intervention

life death

An inside-out approach to the problem

sick

ongoing health management

medical intervention

(if you’ve paid your insurance)

psychological factors

social factors

psychological factors

social factors

After Lindsay St Clare, 2003

The inside-out approach

fails to take into account the irrational

human element

Business has evolved with the same ‘inside-out’ mindset

Past Present

servicemanufacturing

“if I had asked people what they wanted they would have said a

faster horse”

Future

business 2.0

? - FORD - OGILVY

“Advertising people who

ignore research are as dangerous as generals who

ignore decodes of enemy signals”

Business has evolved with the same ‘inside-out’ mindset

Past Present

servicemanufacturing

“if I had asked people what they wanted they would have said a

faster horse”

Future

business 2.0

- FORD - OGILVY

“Advertising people who

ignore research are as dangerous as generals who

ignore decodes of enemy signals”

“Successful organizations

co-create products &

services with customers”

- IBM

The inside-out

approach to problem

solving is no longer

relevant

Organizations of the future will be co-creative.

Our Prediction:

Our Prediction: from co-creation to co-creative

“Co-creative”

“Co-create”

“Co-creation”

Co-creation in the short term: emphasis on the ‘what’

Focus: Outcomes and completion

Discipline: NPD and innovation

Success: A function of what’s produced & an ‘objective’ assessment of value.

“Co-creation”

NOUNProduct focus

Co-creation as NPD: the case of Danone

Challenge:

Fill the NPD pipeline with innovation concepts in a market where all the long-hanging fruit had been taken.

Solution:

The Activia Advisory Board:

•400 women•3 months•1,300 hours online

Outcome:

82% more effective insights

9% uplift in base sales

10 new product propositions

Healthcare & co-creation as NPD

Goal: a new bed designed by patients, porters, surgeons, nurses & cleaners

Co-creation in the mid-term: facilitating change

Focus: Process

Discipline: Internal change management

Success: The impetus and action caused as a result of the process

“Co-create”

VERBProcess focus

“Co-creation”

NOUNProduct focus

Co-creation as change: the case of Kraft

Challenge:

Following major acquisitions & changes, there was a need to create the “new Kraft foods”

Solution:

1) Big Talk:

2) Big Talk Online:

Outcome:

Co-created mission, vision & values in under four months

This project is a landmark. Using Co-creation was one of the of the

single most important

decisions we made.

Perry Yeatman SVP Corporate Affairs

Kraft Foods

Healthcare & co-creation as change

Goal: work with sick people, well people, care-givers, doctors, nurses &

administration teams to create a new customer-care charter

“Co-creative”

ADJECTIVECultural focus

“Co-create”

VERBProcess focus

Co-creation in the long-term: a way of being

“Co-creation”

NOUNProduct focus

Focus: Organizational approach

Discipline: Strategic and transformative

Success: A belief system and approach to the customer

1. Customer Inside

3. Networked partners

2. Conversational Learning

4. Co-creation Platforms

6. Shared Success

5. Flexible Structures &

Roles

A way of being: the ‘outside-in’ approach

Have customers on the board

Host continuous customer

conversations

Facilitate the adaptation of your product & services

Get rid of verticals in favour of an eco-system approach

Have customer-volunteers sit with you

in your office

Give your consumers shares in your

business

Co-creation will become a way of being.

Our Prediction:

The inside-out healthcare system of the future

Goals: quantity of life, reduction of pain, no sickness

The co-creative healthcare system of the future

Goals: overall quality of life, wellbeing and joy

The co-creative 0rganization of

the future: your ‘out-side in’

checklist

1.Customers Inside

2. Networked Partners

3. Conversational Learning

4. Co-Creation Platforms

5. Flexible Structures & Roles

6. Shared Success

Thank you!