The change that happened is that I first moved from Edinburgh to London and then on to Dubai. The first move didn’t mean too much change, but the move to Dubai has certainly brought about some changes that are worth writing about.

My interest remains in the topic of co-creation, and since I last wrote about it in November 2006 there has been much movement and many more articles have been written. So I am going to investigate if, and to what extent, co-creation has reached Dubai and the UAE.

In the first instance, with Dubai consumerism focusing on the consumption aspect – instead of cooperation, there appears to be no space for co-creation. But since moving here only a month ago I have noticed tentative steps towards a few topics that have been around in Europe and the USA for a while now.

I will be investigating these from here on in, and am not sure yet what my conclusion will be. If you feel there is anything I should be aware of in terms of co-creation in Dubai or if you feel any of my coming posts is missing something, I would be delighted to hear from you.

Reading this, you may recall a number of the large CSR initiatives by large companies. BP’s Carbon Footprint campaign, for example, or the fact that Shell is now the new sponsor of the Natural History Museum’s Wildlife Photographer of the Year exhibition.

Both will try and make us believe, subconsciously, that the big companies are cleaning up their acts and becoming “green”. A traditional term for such campaigns is “green wash” – when corporations attempt to “massage” the truth so it looks more environmentally and socially responsible to the consumer. For a brief history of “green wash” go to Corpwatch.org.

I think you will agree with me that no matter what an Oil company does or how much money it spends on alternative fuel research, it still is an oil company and can therefore only add to the world’s pollution.

But there are smaller examples of CSR campaigns, where companies volunteer to go carbon neutral, or where your stay at a hotel is carbon neutral. These smaller examples are far removed from green wash, not only because they aim for a more achievable result, but also because they are initiated by companies that have a realistic chance of achieving these results. Maybe BP should answer the question they put to the consumer “How big is your carbon footprint?”

There already is a large movement towards more social responsibility through fair-trade initiatives, but also around topics such as organic food, non-GM food and even around pharmaceuticals.

So how does this relate to co-creation? Well, of the many co-creation examples I have come across, a large percentage had a very responsible approach. Having thought about this I have come to two conclusions:

1. People practicing co-creation are more responsible
2. The concept of Co-creation facilitates CSR, because it is a more open process than R&D behind closed doors.

Conclusion number 1 operates bottom-up (i.e. from the consumer to the co-creative business), whereas conclusion number 2 operates top-down (i.e. from the co-creative business to the consumer). This allows for a third conclusion:

3. The increasing knowledge of social and environmental issues directly impacts on the creation of personal (conclusion 1) or corporate (conclusion 2) trends towards more CSR.

I am sure, as always, there are exceptions to the rule – but I think that as a general statement Co-creation and Corporate Social Responsibility are closely connected.

If you are not convinced yet, let me try and illustrate my points a bit more. Imagine consumers were involved in the co-creation of a new yoghurt for children, do you think there would be as much as 10 teaspoons of fructose (form of sugar) in a single cup? Or how about those chicken nuggets or fish fingers? Would they still contain bones, fat, gristle etc if consumers were involved in the creative process? I think Jamie Oliver has shown us that the answer is ‘No’.

I could write up more examples, but I think you get my point.
I think it is safe to say that where the consumer demands, or at least participates in, co-creation they create a more open process of consumption. By default co-creation gives consumers a role in product development, and where the product is for personal use or consumption the creation process will be more responsible than if it is done behind closed doors. The degree of this may vary, and certainly where food products are concerned there will be a higher degree of CSR, but there is little doubt that the direct involvement of the consumer will have a positive impact on Corporate Social Responsibility.

If you want to go carbon neutral check out Carbonfund.org.

How many more - or should I ask, which other brands does it take to commit to co-creation, before we reach the tipping point?

He makes his, in my opinion, most important point in his closing paragraph when he observes that the participation as the consumer will open up our understanding of the consumers’ needs. I agree with this point 100% and would add that only a business that allows its consumers to participate will survive in the long term - companies that manage this participation and open it up to a larger degree will do better than others.

From the Co-creators.co.uk list of co-creative companies Ladybank is one such company that allows its members (consumers) to participate and influence its future development. October 1st saw the first of a series of member meetings to start shaping the future of Ladybank. Listening and participation were the main points on the agenda.

Crushpad Wine is another company that is based on involving and listening to the consumer. Their model of creating wine is led by the consumer’s preferences and by doing so provides the consumer with a truly genuine eperience.

Both Ladybank and Crushpad were recently featured in Trendwatching.com’s “Status Skills” briefing for September/October 2006.

The aim of Co-creators.co.uk is to bring you these companies as they emerge. In the meantime, let’s look for more experts like Pete, who have understood the importance of genuinely listening to and involving the consumer.

Pete Blackshaw’s full article on Clickz.com: ”Time for a new model: Listening-centred Marketing”

It is good to see that some of the developments go beyond a mere marketing stunt, and actually involve consumers as real creators.

Read more about it on Abendblatt.de.

John has agreed to my suggestion to donate the $50 to the Carbon Fund. Thanks John!

The money I tried to raise was for a small school and workshop my mother is building in a very remote part of South Africa. There is no other form of schooling there and she has campaigned long and hard to get this school built. The locals have given their manpower and she is providing the necessary funds for the building materials. It is a project that is very close to my heart and I am VERY thankful to those of you who have given so generously to support this cause half way across the world. Thank you!

Along the West Highland Way many obstacles were thrown our way - ranging from small blisters to Monsoon style downpours that would last the best part of 24 hours making the 14 miles a hard 8 hour hike through bushes, across treacherous waterfalls and over slippery cliffs. But we also had to cope with extremely steep inclines (Devil’s staircase) and extraordinary long descents, which took their toll on our knees and feet.

Sadly, we also had to witness a fatal head-on crash between a motorcyclist and a 30 seater minibus. We tried to help by calling the ambulance and offering CPR, but even the immediate attention of passing-by off-duty paramedics did not help to save the motorcyclist’s life.

Despite all, the 6 days were an amazing experience and as the days progressed the scenery became more and more spectacular. As we walked into the Highlands we lost complete track of time, current affairs and any other outside influences. Our focus throughout was the next stage ahead, our breakfast in the morning and the evening’s meal - be it good old Haggis Neeps and Tatties, Wild Salmon or just a simple Steak Pie and chips.

Of course we all made it in the end and the sense of achievement was sensational. Endurance-wise it was probably the hardest thing I have ever done, but it was such a great experience that the blisters, the rain and other nasties fade away quickly and what remains are the memories of scenic views, the adrenalin of completing another stage and - of course - the knowledge of having made a difference to a whole bunch of kids half way around the world in South Africa.

I am so very thankful to those of you who have contributed to this cause! If anyone else feels that they would like to also help by giving a bit of spare cash, then I am sure it will go a long way with the school in South Africa!

If you want to help, please let me know!

In 1997 she started her own initiative to build a school in collaboration with the local community. She is doing this without State funding and under the condition that the local community provides all the manual labour for free, while she raises the money to pay for the raw materials.

Ndumo is on the border to Mozambique, in the far North-East of the state of Natal, in eastern South Africa. The area is very remote and has little infrastructure in terms of schooling and unemployment is high. Due to its remoteness, there is very little state help to improve the situation for the most vulnerable, the children.

Before my mother raised the money for the school to be built, there was no other form of education and the nearest school was a 5 hour walk away. With no public or other form of transport the only option was to walk the 12 miles. Unfortunately, the children need to help out with providing for the family and couldn’t make the 24 mile round trip every day.

It took 18 months from idea to building the school and now all the local kids have the chance to get a basic education. Two local ladies have volunteered to do the teaching and it has proved s great success.

More recently my mother helped to install a work shop, where the older children can learn basic skills such as carpentry and sewing. Already, 4 of the kids taught at the work-shop have found paid work and 6 new kids are about to start at the work-shop.

Out of all the co-creative projects I have researched and read about, this is – without a doubt – the most humbling and selfless. The difference it has made, and continues to make, is a tremendous achievement and inspires me to try and help.

The reason I am doing the West Highland Way is to raise funds for basic materials. My mother, who is in South Africa as I write this, recently sent me an email – this is an excerpt from her email:

“The teachers had put mats on the floor and the children were wearing whatever coats and jackets they had (some hardly any) and were shivering. I really need school desks, the government has provided nothing and instead of waiting for that miracle my next aim is to get desks.”

It is these desks and some chairs I would like to raise money for. Also, the workshop needs wood for the kids to do practical work in order to learn the skills they need to find paid work. The doors, chairs and other furniture they learn to make in the workshop are then given to the school.

If you feel that you would like to contribute to this project by making a donation, I would love to hear from you. I should point out that this is not an official charity, but I hope that my direct personal connection to this project is good enough for you to help out.

Thank you.

About The West Highland Way hike:

The West Highland Way is 152km (94 miles) long. The walk links Milngavie to Fort William - from the outskirts of Scotland’s largest city, Glasgow, to the foot of its highest mountain, Ben Nevis, following the shores of its largest freshwater loch – Loch Lomond.

Itinerary:
Day 1, 12 miles, Milngavie – Drymen
Day 2, 14 miles, Drymen – Rowardennan
Day 3, 14 miles, Rowardennan – Inverarnan
Day 4, 22 miles, Inverarnan – Inveroran
Day 5, 18 miles, Inveroran – Kinlochleven
Day 6, 14 miles, Kinlochleven – Fort William
Total = 94 miles = 3.5 marathons

I will be walking with my girlfriend’s Dad and his mate Phil and I am sure that the six days we will be in the hills will provide plenty of bonding time. We will be walking the equivalent of 3 and a half marathons in 6 days and not a bar in sight.

Our route passes from the lowlands, across the Highland Boundary Fault and on into the Scottish Highlands.

Much of the Way follows ancient and historic routes of communication, and makes use of The drove roads (along which highlanders herded their cattle and sheep to market in the lowlands), Military roads (built by troops to help control the Jacobite Clans), and Old coaching roads (and disused railway lines from the more recent past).

I was doing some research the other day, both on co-creation and other topics and it would appear that it is difficult to escape the pocket you are in. What I mean by “pocket” is that the circle of blogs you frequent and even come across using your regular search through tags and keywords. It is easy to always come across the same names and resources.

A good way to tell which pocket you are in is to look at the blogroll of the blog you are reading. You would, of course, expect to always see the big “A-list” blogs of your chosen topic to be mentioned, but often smaller (let’s call them “C-list” blogs) will be repeatedly mentioned. Once you follow a link from the first blogroll, you inevitably end up in a blog who’s blogroll is almost identical to the one you have just come from.

Now, you could of course say that this is mainly led by the popularity and quality of content, but come on – have you recently looked at the amount of blogs there are in the world? There have to be more than just a blogroll full of good blogs on any particular topic.

But of course there are more, because every now and again you will come across a blog that will have a link in its blogroll leading to an entirely new Blog Pocket – like a parallel universe. Again, most of these blogs are displaying the same collection of blogs within their blog pocket.

Fundamentally, I have come to the conclusion that this is to blame on a number of factors:

1. The Blogroll function – this little gem can be compared to what Web 1.0 used to call “links” and while every website used to have them in the late 90s, more recently the least amount of sites would have a dedicated “links” section.
2. The need for recognition amongst peers, especially as many bloggers have only just started their own blog and have not yet established themselves. And of course this makes sense – why not link to each other. Although I have to say, you wouldn’t get one big company link to another (god forbid a big rival) company. I guess that is a good thing about blogs and the emergence of Web 2.0.
3. The ranking system of blog search engines – More often than not references, especially incoming links, determine the perceived importance of a blog. And quite rightly so, after all a blog that is referred to by many others must have something clever to say for itself. But where does this leave smaller “start-up” blogs? Their content could be of a very high quality, but it cannot be easily found because it doesn’t rank highly in the blog search engines.

I think especially the last point is the reason points 1. and 2 even exist. Linking to each other will not only increase your chances of readers coming into your site, but you will also climb in the rankings.

So what should we do to escape the Blog Pocket?

Get rid of the blogroll? Hmm, I guess that will eventually happen automatically. I predict that bloggers will eventually try and free up some desperately needed sidebar space for more important things (I will leave up to you to work out which “other things” make the world go round) and keep their blogroll on external bookmark sites (such as del.icio.us or or Bloglines) or even integrated in their browsers or feed readers (such as Omea or Feed Demon).

Change the way blog search engines (such as Technorati or Icerocket) rank blogs? Think again, why should they? It makes sense to rate popular blogs highest, they deserve it. Besides, there are more factors than just the incoming links that influence your blog’s ranking.

I guess it just comes down to good old hard graft, as any start-up has to works its way up, so should blogs. And who ever said that you can get instant fame and fortune by writing a blog!? I think we all know that that is not the case. But, having said that, good blogs will always get noticed anyway.

My conclusion therefore is that, being in an early phase of the Web 2.0 era, blogrolls make bloggers’ lives easier and to make your way through millions of blogs you need some guidance from search engine ranking. But to escape the confines of a blog pocket, readers may wish to use alternative ways of finding new sources of information. Just because a blog doesn’t have a high ranking or 20 comments to each post, doesn’t necessarily mean they don’t have quality content.

Do you know which blog pocket you are in? When was the last time you ventured into a new blog pocket?

1. The CEO needs to believe in co-creation
2. The customer facing staff need to believe in co-creation
3. Co-creation is not only a form of marketing, it’s a philosophy
4. Co-creation is not customisation
5. Put yourself in the shoes of the customer
6. Put yourself in the shoes of the potential customer
7. Put yourself in the shoes of a start-up business
8. Customers need to be listened to
9. If you don’t listen to your customers, how will you know when they are unhappy?
10. Customers need an easy way to get in contact with you
11. You need to communicate with the customers
12. Co-creation is based on transparency of information and ultimately of the business, the internet and blogs are a big part of that. Get a blog, and know how to write one.
13. If you don’t know how to write a blog, don’t get one – you WILL do more harm than good.
14. Be open to new suggestions
15. Don’t let your co-creation program be ruled by lawyers
16. Use your common sense
17. Let your customers take the lead in innovation
18. Don’t develop products behind closed doors
19. If you’ve got something truly innovative and new, develop it behind closed doors.
20. Don’t just take your customers ideas and then adapt them to what you think is best, they know what is best – they are the ones buying the products
21. Forget about the traditional top-down structure – the higher you sit, the further you are removed from the customer
22. If your customers can’t be creative with your products you are not co-creating – even if that means only allowing customers to create their own experience
23. Embrace Web 2.0
24. If you don’t know the Cluetrain Manifesto, you are 7 years behind. Read it – quickly.
25. Read this again next week, and then once a month from there on.
26. Always look for new ways of offering more co-creative angles
27. Customers can co-create on 3 different levels, any level will do for the start, but try and work your way up.
28. Not everyone wants to co-create 24 hours a day, give your customers space when they need it.
29. There is no “us and them” anymore, you better become one of “them” quickly.
30. Tell your managers not be scared of losing control – it can be quite inspiring
31. Just because you hand over control to the customers, doesn’t mean that your position is untenable – there will always be a need for someone to manage it all.
32. Know your one percenters
33. Work with your one percenters
34. Become a one percenter yourself
35. If customers want to change your product, they like it. If they didn’t like it, they would go to the competition.
36. Don’t change the roof when it’s raining – your books will get ruined (ask your accountant) and those that had to sit in the rain will find a dryer place (ask your (ex)-employees).
37. Co-creation is not going to go away.
38. The bigger your company, the more difficult it will be to co-create – you’ve got a long way to go, you better get on it!
39. Read The Future of Competition
40. Feel like you’d rather be the customer? Good, you are on the right track now.