Co-creating with the right people

It is essential to involve the right people in your co-creation processes. And this is not about picking the people who will tell you how they love your products and rub you the right way. Novice users, experts, and non-users can all provide you with valuable insights.

Sometimes angry or frustrated users can be a valuable source of innovation. The frustration is potentially a great opportunity to initiate a development process with the users.

It’s not like co-creation is all new. It’s that co-creation's true, amazing potential now has a better chance than ever before of manifesting itself because of the emergence of online co-creation tools.