Co-creation: whoever has the smartest customers wins

Do consumer driven innovation, customer care and Wikinomics work? Well, at Procter & Gamble they do. Read CIO Magazine on Wikinomics.

I’m a big big fan of co-creation and it’s been like this ever since the great Internet technologies like mail, the web and Java emerged. Kevin Kelly already wrote about it when he says: “And whoever has the smartest customers wins in his book New Rules for the New Economy.

Kelly’s strategies:

  • Make customers as smart as you are.
  • Connect customers to customers.
  • All things being equal, choose technology that connects.
  • Imagine your customers as employees.

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