Primer on Co-Creation

Good piece in the HBR on the complexities of using co-creation.  " ... But what is co-creation, really, and how do you do it right? Co-creation involves working on new product and service ideas together with the customers who are going (you hope) to buy them. It turns "market research" into a far more dynamic and creative process. It's easy for the C-suite to sign up to co-creation. But very often it goes against the grain of how they built their careers in the first place. This does not come naturally. Where to start? ... '