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CO-CREATION
Co-creation is an approach to business which creates value for an organisation by sharing knowledge, ideas and experience with its partners, suppliers and customers. Wiki-LabsTM enable co-creation by making it easy and productive for diverse groups to work together towards shared goals.
Wiki-LabsTM are designed to meet the growing need and proven value of co-creation.
The concept of co-creation was originated by C K Prahalad and Venkat Veeraswamy in their Harvard Business Review article ‘Co-Opting Customer Competence’ and developed in their book ‘The Future of Competition’.
Over the past decade, co-creation has become increasingly applied by innovative companies seeking to achieve or maintain market leadership and drive profitability. This has involved not only new and more productive relationships with professional advisers, agencies, suppliers and academics but also customers and end-users.
We bring together a diverse range of people who can provide different skills and experience from different functions within a business and enable them to work collaboratively towards a common goal.
We add diversity and specialist knowledge by including our Wiki-TalentsTM – outside experts, creative thinkers and devil’s advocates who bring fresh thinking and new perspectives.
Co-creation is here to stay
“Co-creation is here to stay. Most of your customers now have the tools to communicate with each other and co-operate in remixing their own versions of your products. You can either embrace that and use it as a powerful tool to drive transformation in your industry, or you can wait for it to crush you. Your choice.”
Brian Millar, Strategic Director, Sense Worldwide, Interview with Youmy, 2011
How Wiki-Solutions enables co-creation
The principal barriers to co-creation are time and space. It’s hard to get the right people from different parts of your organisation together with the suppliers, partners and consumers you need. Scheduling is difficult because good people have many commitments. Travel and accommodation are becoming increasingly expensive.
Wiki-LabsTM make co-creation easy and effective by recruiting and engaging the range of expertise and opinion that the challenge requires. Here are some examples:
- Involve bar managers and staff to design the ultimate club experience for a world-famous spirits brand
- Recruit clients and environmental experts to develop sustainability initiatives for a global brand
- Engage enthusiasts, consumers and karting centres to develop marketing ideas for a motorsport sponsor and its agency
- Work with national and local staff, volunteers, partners and clients to address issues of loneliness and isolation
