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The Challenges Of Distributed Cocreation
While these distributed cocreation efforts are still new and, therefore, guidelines are hard to come by, the authors do note there are challenges to be aware of:
- Companies must find ways to attract and motivate cocreators. This could mean financial incentives or public recognition.
- In the case of complex problems that involve many cocreators, the challenges to be solved must be broken down into specific issues so that participants can work in parallel.
- Clear rules and processes must be established to avoid conflict.
- Quality must be maintained.
Over the next few years there will be many more examples of companies benefiting from the ideas mined from their network of suppliers and customers. As the authors state in their article, this is a growing trend: Participative media is growing rapidly. The authors estimate that user-generated media sites are growing (in number of visitors and participants) by 100 percent a year, while traditional sites are growing by about 20 to 30 percent. And with more and more consumers getting used to having a say online, the potential for making them enthusiastic contributors to your innovation process just makes sense.
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Excerpts reprinted from The McKinsey Quarterly. Copyright (c) 2008 McKinsey & Company. All rights reserved. Reprinted by permission.
Also of interest:
Book:
The New Age of Innovation: Driving Co-created Value Through Global Networks, by C.K. Prahalad and M.S. Krishnan, published by McGraw Hill, April 2008. A blueprint for co-creating value with your customers.
Article:
"The Promise of Prediction Markets: A Roundtable", McKinsey Quarterly, April 2008. A look at the wisdom of crowds.
CIOZone Question: How could open innovation work for your company?
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