The success of customer-driven innovation depends on who’s invited to participate.
Historically, companies have been coy about engaging directly with customers, using market research to keep them at arm’s length. But largely due to pressure from today’s digitally empowered consumers, many top companies are shedding their shyness and inviting outside stakeholders into their creative or product development process. DHL, IKEA, and Fuji Xerox are a few of the companies that have incorporated customer co-creation workshops as a standard feature of R&D.
