The success of customer-driven innovation depends on who’s invited to participate.Historically, companies have been coy about engaging directly with customers, using market research to keep them at arm’s length. But largely due to pressure from today’s digitally empowered consumers, many top companies are shedding their shyness and inviting outside stakeholders into their creative or product development process. DHL, IKEA, and Fuji Xerox are a few of the companies that have incorporated customer co-creation workshops as a standard feature of R&D.Recently, INSEAD has been applying the same principle to the development of Executive Education curricula. In May, Philip M. Parker, INSEAD Chaired Professor of Management Science and Executive Education programme director, invited Unilever representatives to the Singapore campus for a day-long collaborative workshop. The purpose was to map out an unprecedented leadership development programme for top executives that would integrate strategically placed “wellness interventions”, i.e. five- to ten-minute sessions designed to promote personal growth and happiness. For example, one proposed intervention, inspired by Professor Neil Bearden’s Your Second-Order Self website, had executives emailing their future selves with reminders to keep pursuing ideal goals.Co-creation best practices

Source: Three Essential Elements of Customer Co-Creation | INSEAD Knowledge