We recently interviewed Professor Venkat Ramaswamy, author of the book The Power Of Co-creation, who shared interesting thoughts about how co-creation relates to crowdsourcing, challenges and the value of co-creation, co-creators and potholes to avoid as well as the highly discussed co-creator Apple. Curious as we are, we thought that meeting his co-author, Francis Gouillart, would reveal even more about co-creative strategies and their fields of application. We met Francis Gouillart right after the presentation of the French version of The Power Of Co-Creation: L’entreprise co-créative. Here’s what we learned… as well as a short video from the interview.
Francis Gouillart is the president and co-founder of Experience Co-Creation Partnership, a consulting firm specialized in helping companies to set up co-creative strategies. He also blogs on The Co-Creation Effect, essentially to « an urge to talk about the profoundly human aspect of co-creation« , as he says. We met M. Gouillart to talk about what makes co-creation relevant today, and the the forces behind this movement. Obviously, « the internet has been the most important technological power behind it« , says Francis Gouillart, implying human consequences: « I think [the internet] has enabled a new awareness of the role of humans in business« .
As M. Gouillart says in the video, it’s not only about technology, which allow firms to build engagement platforms and brand communities, but also about people. « If you go to India, China, Brazil… there are lots of young people who are excited about life« , he says about co-creative engagement in emerging countries, « the younger generation has a greater social ambition and a collective self than the older generation« . This is in line with a recent report published by Forrester Research, which emphasizes the high willingness to co-create of people in Latin America. Specifically, 75% of online Brazilians and 85% of online Mexicans are classified as “willing co-creators”, as opposed to 61% of US online adults (previous report).
We also talked about the future of business (as M. Gouillart says in the video, eYeka loves to give consumers a voice about how they see the future of things: smartphones, personal transportation, sports…). About the business in 2050, he cautiously told us that « every business is likely to become a network« , and that competitive advantage will come from « the ability to cristallize these networks in your own shop rather than in the neighbours’« . Will this lead to a better society? Francis Gouillart hopes so:
I hope that this transparency will foster a better society overall