Turning Mayhem into Mastery: The Art of Co-Creation for Brand Innovation (AKA what you wish you had known before your last trip to Workshop-Island!)

Navigating the world of co-creation can feel like sailing in uncharted waters. Companies often enter this journey excitedly but find themselves lost at sea, unsure of their project’s direction. Let’s break down this process, using real-world examples to illustrate how to master the high seas of co-creation for brand innovation.

The Scope Dilemma: Between Too Narrow and Too Wide

Imagine you’re at a crossroads. One path is so narrow that it’s like being asked to choose between A, B, or C without room for creativity. This path represents projects with a limited scope that stifle innovation, akin to a group of experts each insisting their solution is the best without considering creative alternatives. On the other end, a wide path leads to indecision, an overflow of ideas, and a departure from initial objectives. For instance, I once worked on a project where the client wanted to explore service ideas instead of focusing on product development, resulting in a plethora of service concepts but no product innovations to add to their pipeline. This left the management team frustrated and questioning the project’s direction.