What Does ‘Cocreation’ Mean?

Discover the power of cocreation and how it can revolutionize innovation. Engage with your stakeholders to create products that meet their needs and desires.

Understanding Cocreation

Cocreation is a collaborative process in which individuals work together to create something new or innovative. This concept emphasizes the importance of involving various stakeholders in the creation process to leverage their diverse perspectives and expertise.

The Benefits of Cocreation

Cocreation allows for a more inclusive and holistic approach to problem-solving, enabling organizations to tap into the collective intelligence of their stakeholders. By involving customers, employees, partners, and other stakeholders in the creation process, companies can gain valuable insights and co-create products and services that better meet the needs and desires of their target audience.

Examples of Cocreation

One prominent example of cocreation is the LEGO Ideas platform, where LEGO fans can submit their own designs for new LEGO sets. These designs are then voted on by the community, and the most popular ones are turned into official LEGO sets, with the designers receiving royalties.

Case Studies

A case study of cocreation in action is the development of the Nike Flyknit shoe. Nike worked closely with athletes to understand their needs and preferences, leading to the creation of a lightweight, form-fitting shoe that has become popular among runners and athletes.

The Role of Technology in Cocreation

Technology plays a crucial role in enabling cocreation, as it allows for real-time collaboration and communication among stakeholders. Platforms such as online forums, social media, and collaborative tools make it easier for organizations to engage with their stakeholders and involve them in the creation process.


Cocreation is a powerful concept that has the potential to transform how organizations innovate and create value. By embracing cocreation, companies can leverage the knowledge and creativity of their stakeholders to develop products and services that truly resonate with their target audience.

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