Co-creation: Think 'with'

Consumers are no longer passive recipients of goods delivered to them; they want to be participants in creating services they want.

Think 'with'

Charlie Leadbeater

The successful business models of the future will embrace the With and By culture of consumer collaboration, not the traditional To and For approach to the creation of products and services

Just as we thought we knew what organisations were for, we thought we knew what consumers were for. They were the consummation of the production process, the final link in the value chain. But these orderly value chains are now being scrambled up and, as a result, some consumers, in some areas of the economy, are playing very different roles.

They are no longer passive...

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