Be More Innovative Through Co-creationBook - 2006
In SPARK: Be More Innovative Through Co-Creation, author John Winsor wants to inspire readers to think about innovation in new ways. At the foundation of innovation is the ability to understand a community and its individual members, well enough to anticipate what products and services might be needed in the future. In the simplest form, this means getting out of the office and exploring the customer’s world. In the introduction, Winsor reveals how SPARK can help readers actively co-create new innovation solutions:
"SPARK is structured in four sections: Section One - The Team; Section Two - The Customer; Section Three - The Company; and Section Four - The Culture. Each of these sections represents a different part of the innovation ecosystem. Successful innovation happens where these four parts of the ecosystem interact and overlap in unique ways.
"Each chapter opens with an interview, called Inspiration, which offers a unique perspective on a specific innovation issue. The second segment in each chapter, called Tools, offers ideas on how to put into action some of the ideas that are discussed in the opening interview.
"The third segment, called Interaction, offers a place for readers to interact within the pages of the book, joining in the co-creative process. Each Interaction segment provides a provocative exercise or question and space to draw or write down your thoughts. There is also an online component to this section, giving people the opportunity to form a community around the ideas presented in SPARK and to actively co-create new innovation solutions.
"Lastly, the fourth segment of each chapter, called Resources, can act as a road map for further exploration on the subjects discussed in the chapter.
"One of SPARK’s primary goals is to be a resource. My hope is that it can become an innovation journal for you, one that you will co-create with the wonderful people who have participated in this book. So, make SPARK yours. Write in it. Draw in it. Tape stuff to it. Rip it up! But, most of all, have fun with it! Become a part of the SPARK community." Highlights In the spirit of co-creation, Winsor gathered several perspectives on innovation from innovative thinkers. Marketing, sales, and business professionals of all kinds will be inspired by:
•Matt Jacobson, Quiksilver
•Marsha Skidmore, Herman Miller
•Christine Halvorson, Stonyfield Farms
•Jake McKee, Lego
•Mark Parker, Nike
•Rob Bon Durant, Patagonia
• Michael Perman, Levi Strauss & Co.
• Jeff Garwood, Miller Brewing