Co-creation and the one-percenters

A lead user
“A good place to start for most companies [interested in co-creation] is to focus on the one-percenters first,” writes Olivier Blanchard on Corante’s Marketing Hub “and then, after a while, graduate to full-on co-creation.”

“By focusing on customers and users who already understand your product as well as (and in some cases better than) you do, you can keep customer-generated input manageable and focused. You can learn how to integrate co-creation into your product development process without drowning in ‘noise’.”

“Perhaps more importantly, by learning to listen to the one-percenters first, it’s pretty unlikely that you will be tempted to gravitate towards the seemingly safe, boring, soft, generic middle.”

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