A recent survey by eYeka’s shows high peoples’ motivations to be creative and their willingness to collaborate with brands: a staggering 72,1% of respondents would be willing to co-create with brands if they had the chance to do it. Another Forrester Research found that 61% of all US online adults are willing co-creators. Toward a new innovation OS In this world where digital is pervasive, creation process is easy to share through modularization and distribution. Consequently, the creative product is never finished: it’s a living innovation, in a constant state of arousal, where users continuously shape the service. To some extent, the user is the service. The role of the designer or innovation manager is then to create platforms and toolkit that will help others to design. “Designer as integrator” enriches his role: he unleashes the creative potential of users.
~ e-Yeka, May 14, 2012; innovation excellence, June 4, 2012