Several years ago, I conducted simulation for product innovation at City University’s MBA classes for future concepts of iPot. Students were divided into competing groups. They are required to view themselves as and communicate with teenagers – typical iPot users, gather and prioritize the requirements of the target customers, and develop future concepts of the products. As they saw how similar the features of new iPot and eventually the iPhone are to the concepts that they had developed, they were very excited. This approach of getting customers involved in product innovation has been named as co-creation and become increasingly popular in industries. This article talks about how this approach has been successfully adopted by companies like Unilever…
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