Let your customers create your products (co- creation)

Who are you to know what your clients need? Aren't they the ones who know what they want, and aren't you the one to use that information? A lot has been said and written about co-creation, where you use large groups of customers or consumers to develop new products. The basics are simple: you can take a certain starting point and let your clients work from there to come up with something better.

Using a special 'interaction model', all those new ideas are then classified and turned into specific product scenarios. It's an excellent way to obtain and use customer insights!

In following articles, we'll take a closer look at the 'stage-gate' development process, a process that allows you to efficiently turn a market scan into a new product launch. In recent years I've used this method to launch many new products and services, almost always with great results!