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Throw ’em the keys

November 29, 2007


Suppose you were the proprietor of a small, local business.  The first thing you’d do each morning is unlock the store, flip around the open sign, and roll up the shades.  At the end of the night, the last thing you’d do is lock the door on your way home.    

Now suppose  you threw your customers the keys to the shop and gave them a hand in running it?

Co-creation.   That’s one of the new online buzzwords and marketing fads.   It’s all around us, and we don’t need look far to encounter it.    Check out the Mountain Dew site  and look at all the games and contests to influence the next round of products.

So what separates a marketing stunt from the real value behind the concept of letting customers have a hand in building the products and services they will ultimately purchase and use?

When does Co-creation become a true partnership, one that ensures and affords both parties ongoing value?

 Throw ’em the keys?   I’ve done just that, and I’m about to find out how it works.

3 Comments leave one →
  1. sweetlybroken permalink
    November 29, 2007 6:52 pm

    By throwing ’em the keys you can create a sense of ownership which should lead to a sense of pride. Good luck as you walk into the unknown.


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