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August 8, 2022What is co-creation and what makes it so effective?
What is co-creation?
Co-creation is the process where users play a critical role in product development by sharing their feedback. What makes input from an end user so powerful is their first-hand experience with the product.
What makes co-creation so effective?
Passionate Entrepreneurs
The self-motivation and passion of an entrepreneur comes from high levels of creativity, persistence, social capital, and discipline to succeed in their venture. According to the BDC, over 88% of Canadians believe that entrepreneurs are passionate about their work. For co-creation, a passionate entrepreneur is central to its effectiveness because the most dedicated entrepreneurs show persistence in connecting with their users to better understand the market they're in and to uncover user pain points through customer discovery.
Engaged Users and Personalized Experiences
What really distinguishes co-creation from other user involvement strategies is how it sustains user engagement and builds meaningful relationships. By allowing users to directly collaborate and influence new products, users connect with the brand on a higher personal level. With the co-creation process, users are able to self-direct their personalized experience by sharing their feedback. This is important because it makes their experience unique, valuable, and driven by their own efforts.
Brand Credibility
Brand trust and brand authenticity are important results of co-creation. However, brand credibility is the key for getting users to believe a brand has the ability and willingness to continuously deliver what they promised.
