Monday, January 01, 2007

Co-Creation Rules!

Here's a great manifesto I got from the folks over at Changethis: Co-Creation Rules. Written by James Cherkoff and Johnnie Moore, it gives 17 guidelines to those hoping to engage with their customers, Marketing Participation-style. I liked how they opened their essay, suggesting an exercise to the readers: Draw a picture with one of your colleagues. Using a single pen, and without speaking, take turns adding lines to draw a face, and then give it a name. Which one of you "owns" the picture? Does it look like anything you've drawn before individually? Can you imagine collaborating with your customers in this way to create a new product or campaign?

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