Foreword 7
Prologue 9
Contents 13
Chapter 1: Collaboration and Co-creation 15
Introducing a New Type of Customer 17
Collaboration and Co-creation in Action 20
Open Source Movement 20
Mountain Biking 21
Collaboration and Value Co-creation Go Mainstream 22
Box 1.1\u2002Appeal for Readers: Your Language Needs You! 23
Box 1.2\u2002Hallmark\u2019s Keepsake Ornaments: Co-creating Christmas Experiences 25
Box 1.3\u2002Tempered Radicals: A Thumbnail Sketch 26
Hallmark\u2019s Collaboration and Co-creation Journey 24
Hallmark\u2019s Customer Collaboration Initiatives 27
Chapter 2: A Framework for Implementation 31
Planet Orange: Creating Value with Fans 32
Box 2.1 Planet Orange Fan Experiences 33
Framework for Building a Co-creation Capability 34
Listen 35
Engage 36
Respond Externally: Co-creation 37
Respond Internally: Organizational Alignment 38
A Shift in Mindset 38
Authenticity 39
Flexibility 40
Conviction 42
Box 2.2 41
Marmite XO: A Co-creation Classic 43
Act 1:\u2002Listening and Recruiting 43
Act 2:\u2002Engagement and Development 43
Act 3:\u2002Creation and Launch 44
Chapter 3: Listen 48
Box 3.1\u2002Branding and the American Presidency 49
How Listening Shaped the Obama Campaign 49
Listening Works 51
Gateways to Listening 53
Traditional Marketing Research 54
Observation 56
Digital Listening 57
Open Listening on the Web 58
Listening in Proprietary Communities 59
Box 3.2\u2002How Listening Contributes to National Geographic\u2019s Longevity 54
Characteristics of Effective Listening Programs 60
Formality 60
Framing 61
Diversity 62
Dynamism 62
Appendix 3.1 Sample List of Companies Providing Digital Listening Services 64
Chapter 4: Engage 1
Customer Engagement: Nike\u2019s Joga.Com 1
Characteristics of Successful Customer Engagement 1
Arenas and Domains 1
Engagement Arenas 1
Engagement in Physical Spaces 1
Engagement in Digital Arenas: Communities and Websites 1
Engagement in Digital Arenas: Social Media 1
Engagement Domains 1
Box 4.1 Que Vivan Los Harlistas (Long Live the Harlistas) 1
Box 4.2 Naming the Mars Rover 1
Clara\u2019s Essay 1
Factors Enabling Engagement 1
Intent: Engagement, Not Sales 1
Controlling Interactions and Agendas: Less Is More 1
Participation: Make Room for Everybody 1
Incentives: Recognition Matters, Money Matters 1
Appendix 4.1 Sample List of Companies Providing Digital Customer Engagement Services 1
Appendix 4.2 The Mentos-Diet Coke Geyser Experiment 1
Chapter 5: Respond Externally: Co-creation 86
Co-creation Praxis 86
Audi 86
Blizzard Entertainment 88
Structure of Co-creation 89
Objectives 90
Generation 91
Refinement 91
Creation 92
Arenas 95
Box 5.1 User-Generated Content Crosses the Chasm with MOFILM 94
Pitney Bowes: Co-creation in Physical Work Environments 95
Collaborators 97
Collaborating with Customers 97
Collaborating with Professionals 99
Tools and Processes 100
Co-creation Processes 101
Co-creation Tools 102
Contracts 105
Box 5.2 HSX Traders Sizzle at Predicting the Oscar Winners 104
Best Picture 104
Best Director 104
Best Actress 104
Best Actor 104
Best Supporting Actress 104
Best Supporting Actor 104
Best Original Screenplay 104
Best Adapted Screenplay 104
Chapter 6: Respond Internally: Organizational Alignment 109
Box 6.1 A Million Penguins Go to Sleep 110
Dell Embraces Customer Collaboration and Co-creation 111
Threadless: Built on Collaboration and Co-creation 112
Dell and Threadless: More Similarities Than Differences 114
Levels of Implementation 115
Light-level Implementation 116
Moderate-Level Implementation 118
High-Level Implementation 119
Innovation Intermediaries 123
InnoCentive (http: www.innocentive.com) 123
Innovation Exchange (http://www.innovationexchange.com/) 124
NineSigma (http://www.ninesigma.com/) 125
Culture and CEO: Inspiring and Enabling Collaboration 126
Michael Dell Wanted Ideastorm 127
Connect-and-Develop Was A.G. Lafley\u2019s Baby 128
Box 6.2 IBM\u2019s CEO, Sam Palmasino, Reflects on IBM\u2019s 2003 Values Jam 129
Appendix 6.1 Sample List of Innovation Intermediaries 130
Chapter 7: Rethinking Marketing and Innovation 132
Rethinking Marketing 133
Let\u2019s agree on what we mean by marketing. 133
Customer Value: Not What It Was Previously 135
Customer Value Platforms, Not Products 136
Customer: Not Just Consumer, but Producer, Collaborator, Competitor, and More 138
Conversations, Not Communication and Promotion 139
Box 7.1 IFF Embraces Collaboration, Rethinks Marketing 134
Rethinking Innovation 143
Platform Innovations Enable Greater Value-Creation 146
We Need More Meaningful and Substantive Innovations 147
Think Reverse Innovation 148
Box 7.2 Sustainability: Innovation\u2019s Emerging Frontier 145
Doing Well by Doing Good 150
Chapter 8: Beyond the Business World 153
Denmark: Co-creating a More Vibrant Future 153
The User Driven Innovation (UDI) Program 154
Scotland: Co-creating Quality of Life for the 50+ Age Group 156
Chicago: Co-creating a Greener City 158
Box 8.1 Next Frontier in Sustainability: Getting People to Change Their Behavior 160
Norway: Co-creating Health Care Innovations 160
The Clinic of Innovation 161
Visionaire 42 and 47: Co-creating a Unique Sensory Experience 163
Box 8.2 The Flavor of Luxury and Youth 165
IBM\u2019s Habitat Jam: Solutions for Pressing Human Problems 164
Appendix 8.1 Business Innovation Fund Focus 168
Appendix 8.2 Winners of NESTA\u2019s Age Unlimited Scotland Challenge 169
Appendix 8.3 Chicago Climate Action Plan Progress Report: First Two Years 169
Epilogue 172
About the Collaborators 207
About the Author 208