Co-create or Die

"We aim at nothing but mutual assistance and collaboration". (Winston Churchill, "Iron Curtain" Speech)

I have been to the very good and interesting presentation about co-creation by Rikke Grundvigt from OMD. Rikke talked about co-creation, the digitized reality where mash-ups are just another form of communication. She tried not only to show the new forms of communication, called co-creation but also tried to answer the question:  how media and advertising agencies can find themselves in this new world. How can we become interesting partners in the collaboration process? How can we turn collaboration into our advantage?

I have been thinking quite a lot lately about collaboration, not only as a new form of communication but as an integrated part of the way people work.

According to online Websters dictionary:

Collaboration

Noun

1. Act of working jointly: "they worked either in collaboration or independently".

2. Act of cooperating traitorously with an enemy.

According to Wikipedia

"Collaboration is a structured, recursive process where two or more people work together by building consensus and sharing knowledge in an intellectual endeavor toward a common goal which is typically creative in nature. Collaboration does not require leadership and can even bring better results through decentralization and egalitarianism."

Collaboration means working together, collaboration means co-creation, collaboration means wisdom of crowds. Collaboration means better results, as my great-grandmother used to say: "two heads are wiser than one head" (she was 92 years old).

Collaboration, co-creation are talks of the town. They are the new buzz - let's invite our target group to co-creation! But before we jump into inviting consumers to co-creation, shouldn't we ask ourselves a question: Is our organization ready to work in teams? Do we have culture for collaboration?

From my observations and conversations with people, I think collaboration is huge challenge, due to bad communication (or lack of it), tyranny of "I in front of the computer" culture and "I wanna be a star" syndrome. Hierarchical approach and war of  business cards (who has the stronger title) dominates and overshadows the potential laying in collaboration. People, companies, brands locked in their own private worlds choose to take decisions themselves, just to avoid problems and discussions. It is easier this way. This is the way to promote "I", not good ideas or solutions.

Closing the door for the challenges and unfathomable potential laying in the collaboration makes people feel alienated and limits the chances for surviving in the world dominated by the new species: powerful, creative people, previously known as consumers. 

Photo by CARF

Btw visit CARF's side, and give your helping hand to Children at Risk Foundation

Tags: collaboration, wisdom of the crowds

Comments

[Rick]

Hi guys. You might find this co-creation website interesting. http://www.redesignme.com

[Tom]

Hi Daria

I was interested in your thoughts about the challenges of collaboration and co-creation. In my mind there is going to have to be a change in these attitudes - brands and the individuals within these brands are going to have to open themselves up to the opportunities a collaborative approach offers. The reason for this is simple - in a global economy you need global opinion, no matter what it says on your business card!

There are two areas where this can happen. One is in the thoughtful and considered appropriation of communication technologies (blogs, wikis discussion forums etc.) in a manner that focuses on the specific task or challenge in hand. The other, which I believe you refer to, is cultural. These cultural changes are more difficult but not impossible! A true professional should see the opportunity such a process can offer them. Indeed, if they take up the banner of collaboration they may well find themselves having the 'stronger business card'!