Co-creation is a collaborative process where multiple parties join forces to create goods or achieve common goals. In our latest publication, “The Third Paradigm: A Radical Shift to Greater Success,” Dr. Heidi Scott Giusto, Dawa Tarchin Phillips, and I delve into five distinct forms of co-creation that can lead to success for businesses. However, before embarking on collaborations with external entities, it is crucial to have a thorough understanding of your own operations. We refer to these foundational principles as “The Four Knows,” and in this excerpt from our book, we elucidate the significance of each one in attaining success.

The Four Knows
Regardless of the specific type of co-creation employed, the following four elements must be firmly established to ensure success:

1. Know the Right Focus
2. Know the Right Process
3. Know the Right Communication
4. Know the Right Execution

The Right Focus: Establishing Mutually Desired Outcomes
For co-creation to thrive, all participants must be aligned and working towards the same objectives. This necessitates a shared focus on mutually desired outcomes. Failure to collaborate effectively can lead to disastrous consequences. In a survey we conducted among 4,200 business professionals, one respondent recounted how ineffective teamwork hindered their leaders’ attempts to market an event: “We were unable to effectively communicate the purpose to them or incorporate their perspectives into the overall team effort.”

To ensure that all team members are aligned towards a common goal, it is crucial for co-creation leaders to guide their teams through a series of questions. This will help them work together efficiently, effectively, and creatively, even if they come from diverse backgrounds. By identifying the desired outcome and establishing a clear focus, co-creation stakeholders can work towards a shared purpose and intention. This unity of purpose allows teams to achieve remarkable results, as highlighted by one survey respondent who emphasized the importance of having the right people with the same goals, supporting and collaborating with each other.

However, it is not enough to have a committed team and a shared purpose. A well-defined process is essential for the success of a co-creation project. Without a framework to guide the mission, frustrations may arise, and the project may encounter various challenges. Therefore, it is crucial to select the appropriate co-creation type from the five options available (think tank/brainstorm, crowdsource, open source, mass customization, and user-generated content). Once the type is determined, additional practical considerations such as defining roles and responsibilities, establishing an accountability system, understanding the situational context, and addressing unconscious bias should be taken into account. These elements will provide the overarching framework and process necessary for a successful co-creation project.

The Importance of Effective Communication: Ensuring Open Channels

Effective communication is an essential component of successful co-creation. It is imperative that communication flows freely among employees, customers, vendors, and all other stakeholders within a company. Without clear and open communication, even the most passionate and engaged individuals involved in a project will not be able to achieve successful co-creation. Numerous survey respondents emphasized the significance of having the right communication:

“Communication is of utmost importance.”

“I cannot stress enough how crucial it is to have effective communication with your employees. The success of your company greatly depends on it.”

“In companies where ideas are freely shared, tremendous growth occurs. I have experienced situations where those in charge were not open to any ideas other than their own, resulting in a lack of growth.”

“[Co-creation] requires clear communication at every stage for ideas to develop properly.”

“In larger organizations, there is often a lack of communication regarding strategy and goals, leading to a lack of direction.”

One particularly memorable respondent stated, “EVERYONE MUST BE ON THE SAME PAGE!!!!!” Indeed, a group of enthusiastic individuals working together towards a common goal will face difficulties if they are not aligned in their understanding and approach.

The Key to Successful Implementation: Knowledgeable Leadership

Even with all the necessary elements in place – the right focus, the right process, and effective communication – everything will be in vain if an organization lacks competent execution. Leaders in co-creation must establish a solid foundation for successful empowerment and implementation. In addition, these leaders must possess a clear plan and the ability to execute it while empowering stakeholders.

The successful implementation of co-creation in an organization hinges on the proper execution of the entire process. A humorous anecdote shared by a survey respondent highlights the importance of execution, as they jokingly expressed their desire for their group project partners to let them down one last time by lowering them into their grave. However, when executed correctly, co-creation can greatly boost stakeholder morale, whereas a lack of execution can lead to disappointment. To effectively implement co-creation, it is crucial to understand and address the interdependency of the four Knows. Only when all four elements are in place and functioning effectively can co-creation truly thrive. By mastering the Four Knows, organizations can pave the way for successful co-creation endeavors. SOURCE: Dr. Ivan Misner