Sex, Lies and Chocolate: How communities can change the way you think about innovation for good

Doron Meyassed and Anna Peters
Promise Communities

Dr Nick Coates
Promise

1. INTRODUCTION

Innovation Communities: A New Approach

This paper tells the story of online communities and how they can change the way large companies think about innovation, strategy and insight. It's fuelled by recent experiences working with clients and by the way they're experiencing the 'power of community' at first hand, as well as other examples from brands that we admire. It's also a story about naughty habits and feeling bloated – the kinds of experiences consumers are sharing in the safe spaces that communities (when they work) can create. In the coming together of these three dimensions – innovation practice, community management, and permissive collaborative environments – we believe we are seeing the birth of a new consumer-centric innovation paradigm.