Creation of Co-Creation
Co-creation is a new word. It is not even listed in wordcount which tracks and ranks words. The word customization ranks as 61716 most used word (did not know that I knew 60,000 words).
Now, this word Co-Creation is clearly new. Who created this word ? Was it co-created ?
Aren’t all the words we use co-created ? Isn’t Jazz co-created ? It seems that co-creation has been with us for a very long time, longer than customization, but no body seemed to have bothered to give it a name. No body seemed to have noticed it. Perhaps there was no need for such a meaningless word, as everything that was created was co-created.
I first heard the word “Co-Creation” speaking to folks at Philips Design about some of the Second Life technologies we are developing. Philips Design’s pioneering efforts in this area is something that I keenly follow in Second Life.
Customization seems to be a more useful word, but is often confused with co-creation. The difference between the two was discussed by Dew Hendriks
For me, co-creation is directly correlated to customization. To the extent that the company and the customer share in the production, is the extent that it is co-created. If the customer were allowed complete freedom to design independently of the company, then is would no longer be co-creation but simply creation. For co-creation to exists there has to be some level of customization of pre-existing ideas, tools, etc., otherwise you just have creation.
So, Co-Creation seems to imply a shared production platform with pre-existing ideas, tools, etc. But then isn’t that the same as customization ? so what then is the difference ?
A much more comprehensive view is presented by Real Networks – Co-Creation as a spectrum, based on:
- Who controls the process
- Who is involved
- Who benefits
- What is the legacy
This is a clearer view, but remains an early attempt to define something that is still evolving.
Co-Creation is a newly minted business buzzword word relevant only to the contexts of industrial production being reshaped by the internet. It is more of a description of a phenomena – recently discovered and baptized by luminaries such as CK Prahalad, who defines it as a process by which “value is co-created by the firm and the consumer”.
All this is still Jargon. I have rarely heard people talking about co-creation. Have you ?
The next blog article will discuss why.
Filed under: Genetics of design | 3 Comments