A Social Vision for Value Co-creation in Design
Technology Innovation Management Review
The Cluetrain Manifesto was introduced in 1999, calling for a powerful global conversation between companies and the people they serve. Since then, the conversation has started and is finally gaining momentum. Co-creation is the buzzword of the day to describe the various types of conversations that are taking place. But the conversation has multiple perspectives. It can be applied to multiple domains ranging from sales tactics and branding contests to strategic, human-centered means of
... g social transformation. In this article we try to articulate a vision for value co-creation by focusing on its social aspects. It is our hope that such social vision will contribute to existing perspectives so that future conversations can take place in a more productive way. The suggested framework organizes the seemingly disparate applications, comparing the mindset, goals and results of three types of value co-creation: monetary, use/experience and social. Although these three types of value co-creation are all relevant, we believe that the social type of value provides a real opportunity for significant social change. However, the rules of engagement for this type of co-creation are particularly challenging. Participation must be face-to-face to allow for real-time interaction to take place. Empathy for the people who will be affected by change is key. Visualization of the collective assets is essential. And having the appropriate mindset about co-creation is the single most important component for success.