Co-creation as a cross-over genre
Yes, there is such a thing as business methodology fashion. Big data and social enterprise are hot. They’re the Kate Perry and Lady Gaga of business concepts, drawing huge crowds to seminars everywhere. Innovation is not far behind, but like Justin Bieber, it’s hot, rising, and in need of growing up. Customer experience is still high on the charts, but its Eminem alter ego, the Net Promoter Score band, is on the way down. Process design and quality, those Led Zeppelin and Pink Floyd of the 70s, now belong on NPR fund-raisers for middle-aged corporate types. Organization and strategy have long gone punk and disco and only get rotation on oldies but goldies stations featuring specialty acts by aging professors. Leadership, like Jimmy Buffet, is still drawing huge crowds of parrot heads to executive education seminars at Harvard Business School. Operations is like hip-hop, more or less always in fashion, changing form all the time, sometimes Ice T gangsta rap, sometimes Black Eyed Peas mainstream.
So where does this leave co-creation, you might wonder? I think we’re like Beyoncé. A little r’n’b, a little hip-hop, a little pop. We’re a cross-over genre. Co-creation, through its communities aspect, is often listed by Billboard as HR and transformation (employee communities), sometimes as product development (customer communities). Because engagement platforms require technology, the charts have us as an IT act. When we rock on experience, we become Marketing artists. When we sing about interactions as the new process, we end up in Quality, 6 Sigma and Lean concerts. And when we show the cost effectiveness of co-creation, we end up on the financial charts.
We sometimes confuse our public, but heck, if it works for Beyoncé…