Co-creation - the process during which a company involves an external group of people in (a part of) the innovation process of a product or service - gets its first public event!
Held on June 24th in The Netherlands, the first ever Co-creation event is under the auspice of RedesignMe - "the first platform where communities and companies collaborate on (new) products and services".
As marketeers, we all too often stay in our 'gilded corporate cages', instead of actively involving our clients, prospective clients or other relevant stakeholders in the development of products or services. While I worked at Barco Media & Entertainment as marketing manager, we did so on a few occasions (in 2004! imagine!) so I got to see the benefits of involving users of your product first-hand during the R&D process. Seeing the proactive participation of users, the free exchange of ideas, the 'free' advice and ultimately the results of these collaborations, I am a firm believer in the theory that a product developed with direct input from its consumer is a better one than the product developed in the vacuum of our labs.