Moving towards an era of creativity and growth: co-creating with customers

Abstract

Major corporations are often restricted by a narrowed view of the future. This viewpoint is based on the belief that time is linear and that the future is merely an empty space that can be shaped to the present and bombarded with ever more technologies. Nevertheless, this technology and consumer determinism now threatens to compromise the wellbeing and prosperity of major corporations. Shifting emphasis from consumption to services and systems, and combining a consumer-led approach, means that how key players in the industry think about and interact with the future will change. This study explores these changes and examines how it is possible to open up and engage with the future differently. This paper discusses a working prototype from BT to demonstrate the capabilities of a simplified development environment which allows end to co-create with the developers.