Innovating Innovation: introducing the Rapid Co-creation approach to accelerate breakthrough innovation

Abstract

The world is becoming increasingly complex while facing huge problems such as aging societies, energy scarcity and greater demand for healthcare. These challenges demand new systemic solutions based on a holistic, integrative and multi-dimensional approach. We are simultaneously moving towards a knowledge economy, which requires us to design in a different way, delivering meaningful experiences in ecosystems of interconnected products, services and solutions that will evolve over time. No company (or one part of it) can now understand all aspects of these ecosystems, let alone create meaningful experiences for end-users. In addition, it is evident that these experiences will be delivered by different players. We therefore need to work towards cocreation. Philips Design is in currently changing its way of working to support this process. We believe that innovation is inherently driven by true collaboration (from the onset), that it should be based on learning and that design thinking will facilitate this process. In other words, we are innovating innovation by developing new ideas (the focus of a lot of current innovation literature), and by coming up with new ways of working along with new competences. These activities can be broadly divided into four areas: Empower, Position, Create and Enable. While we touch on all four here, the focus is on Create. We discuss in detail our Rapid Co-creation approach to a dynamic and focused way of progressing ideas into strong propositions and how to accelerate learning by prototyping and validating these propositions.

How strategic design abilities address unmet value in service engagement strategies

“…The framework presents that the concept of unmet value draws together service design and services marketing into a reciprocal value creation mechanism. Although the framework shares similarities with other frameworks of value (co-)creation (Gardien et al , 2015; Sjödin et al , 2020), it is unique in its co-evolving loop of service engagement and the embedding of strategic design abilities in relation to unmet value (Figure 1). In the framework, value is realized throughout the loop.…”

Penerapan Metode Stage-Gate® Pada Inovasi Produk Kopi Celup Dengan Pemanis Stevia

“…Secara prinsip, co-creation merupakan pemecahan masalah yang berkaitan dengan produk bersama dengan konsumen (Orcik et al, 2013). Pada pengembangan produk baru, hal yang utama adalah harus dapat memperkirakan need atau bahkan menciptakan need baru di konsumen, caranya yaitu dengan mengumpulkan ide dari konsumen untuk mengetahui keinginan (want) konsumen, melihat tren yang sedang ada di lingkungan sekitar, mencari informasi perkembangan produk di luar negeri, berkreatif dalam menjembatani produk yang akan dibuat sehingga sesuai dengan keinginan dan kebutuhan konsumen, dan lain-lain (membutuhkan high co-creation level) (Gardien et al, 2015).…”

Innovating Innovation: Enabling Meaningful Experience in Ecosystems

“…The true value proposition comes only through real interaction with the end user (e.g., Ries, ). So a few years ago, Philips Design initiated so‐called rapid co‐creation projects to help accelerate the pre‐seed stage of innovation (Gardien, Ricker, and Deckers, ). Doing fast experiments helps us to incorporate different perspectives that quickly assess the viability of ideas, and to prioritize opportunities by ensuring that the perspectives required for success have the space to evolve.…”