Monday, January 01, 2007
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?