If we could get just 1% of an intended target audience to contribute and co-create in the marketing process, we would have much better ideas, a lot faster... and they would probably be more successful.
The concept of creative collaboration or co-creation is nothing new. It does however become interesting when you look at incorporating this open source philosophy inside a business.
I've initiated something called ideas .open that has collaboration as its main driver. Collaboration from inside the entire organisation as well as outside the organisation.
We've been collaborating with many individuals on projects over the past 6 months and it's been so successful that we are now building this collaborative way of working into our processes and business model.
Ideas and innovation want to be free, need to grow.