9 Practical ways to overcome the organisational, social & psychological barriers to co-creation within your organisation by giving direction, motivating your team and leading change

1. 9 WAYS
TO GET YOUR TEAM READY FOR
CO-CREATION

2. A White Paper by
Marieke Streefkerk, Fronteer Strategy
Amsterdam, February 2011
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT.

3. 9 Ways to get your team
ready for co-creation
9 Practical ways to overcome the organisational, social &
psychological barriers to co-creation within your organisation
by giving direction, motivating your team
and leading change
3

4. Who will benefit
from reading this?
Managers, CEO’s or employees who know co-creation can
add value and who want to engage in it for the first time.
They don’t know what barriers to expect - organisational,
personal - and how to deal with them or solve them.
4

5. If you want to
co-create, be
ready to
change
Implementation of
co-creation results in a
change process involving
people, operations, policy
and culture.
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 5

6. People who manage to change have
three things in common, they...
CHANGE
...have clear direction
Direction (know where to go)
… are highly motivated
Motivation (genuinely want to go there)
… have a supportive environment
Support (helps you get there)
CHANGE
6

7. Implementing co-creation can
result in various barriers
Changing Company Culture -
from closed to open innovation model
Organisational Psychological &
Barriers Social Barriers
Intellectual Property Inertia & fear
of unknown
Complex governance
Lack of motivation
Short-term focus
Trust &
Rewarding decision interdependence
structure
Not Invented
Operations Here Syndrome
7

8. 9 Ways to get your team
ready for co-creation
...and overcome the various barriers
8

9. CHANGE
Direction
Direction
Go for
Start with Shrink the
direct
Why Change
Motivation Result
Motivation
Discover
Cut the Do it
the
Leash Together
Feeling
Support
Support
Set the Make it a Get the
Scene Habit Board in
CHANGE
9 Ways model
9

10. Direction
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 10

11. Start with why
work with the same goal in mind
& communicate it.
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 11

12. Case
Procter & Gamble
is very clear about their co-
creation goal: 50% of all product
innovations have to come from
‘outside’ of the company. This
supports their higher purpose:
they are a co-creating company
that values the knowledge of
others. By involving others, they
can build better solutions.
12

13. Shrink the Change
co-create in small steps and
provide balance.
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 13

14. Case
Achmea
started co-creation in small
steps. One project at a time,
one department at a time, one
client group at a time. This
way, the company slowly got
used to the new approach.
Now, co-creation is seen by
many Achmea employees as
‘the way we do things’. These
same employees will probably
be responsible for spreading it
further in the company.
14

15. Go for direct result
start the learning process with a
tangible & clear challenge.
15

16. Case
KLM
started co-creation on a very specific
case, enabling them to search for
specific knowledge outside their
company. By keeping focused on this
FRONTEER challenge, the results were spot-on.
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 16

17. Motivation
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 17

18. Cut the leash
be autonomous and show individual value (for the team) -
everybody is part of the change process & solution
18

19. Case
Getronics
stimulated autonomous
behaviour by providing budget
for all internal team-members of
the co-creation project, enabling
them to actually implement the
results.
Receiving this ‘trust’ and ‘carte
blanche’ motivated one of the
team members to develop his
own iPhone application,
something Getronics had never
done before.
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 19

20. Do it together
find shared identity & get to know
each other to create trust
20

21. Case
Nokia
has many departments
worldwide that are working
together to come up with
solutions in the field of
Augmented Reality, creating
whole new structures
throughout the company.
21

22. Discover the feeling
go outside and bring the outside in.
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 22

23. Case
Ducati
opened its doors for very loyal consumers (or ‘fans’
as they call it) that they spotted within their online
community. These customers became active
partners and were involved in the design process
of the motorcycles.
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 23

24. Support
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 24

25. Set the scene
new behaviour in a new
environment, step away from
business as usual
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 25

26. Case
Lego
organises many co-creation
situations. With Lego
Mindstorms, Lego empowers
fans and employees to co-
create both online and offline.
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 26

27. Make it a habit
incorporate it through the
organisation to make it
‘natural’ behaviour.
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 27

28. Case
Unilever
uses a so called ‘diffusion
model’ to spread out their co-
creation strategy throughout
the organisation.
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT. 28

29. Get the board in
make sure they support co-creation and free time & budget
29

30. Case
Siemens
makes a strategic move
towards customer
intimacy, led from ‘above’.
The Chairman of the Board
believes that more and
more solutions will be
developed in cooperation
with customers.
Ab van der Touw - Chairman
30
of the Board at Siemens

31. Links & interesting reads
Chip & Dan Heath, Switch: How to Change Things When Change Is
on change Hard
Harvard Business Review, 10 Must Reads on Change
on motivation Daniel Pink, Drive: The Surprising Truth About What Motivates Us
Gabriela Aguirrezabal C., “Development of a Co-creation Strategy
on co-creation
Tool”, November 2009
Lewicki, Roy J. & Edward C. Tomlinson. "Trust and Trust Building."
Beyond Intractability. Eds. Guy Burgess and Heidi Burgess. Conflict
on trust
Research Consortium, University of Colorado, Boulder. Posted:
December 2003
31

32. FRONTEER Marieke Streefkerk
STRATEGY marieke@fronteerstrategy.com
I N N OVAT I O N.
C O - C R E AT I O N. Martijn Pater
B R A N D D E V E L O P M E N T.
martijn@fronteerstrategy.com