"It moves organisations from being inward-looking to outward-looking"

O livro "The Power of Co-Creation" de Venkat Ramaswamy e Francis Gouillart começa assim:

"All around the globe, the expectations of informed and connected people have dramatically changed in recent years. Whether as customers, employees, or citizens, people demand more engagement with providers of goods and services, with their employers, and with their governments. People today are highly connected and networked, sharing their experiences of using products and services. They want to help design the value of the products and services they use; they want an ongoing conversation with the organizations they do business with and with each other; and they want their voices heard. Yet, in spite of their best efforts, many organizations are locked into a firm-centric paradigm of value and its creation. They fail to engage people in generating better products and services that the organization can deliver. Technology gives innovators and marketers more and more options in designing and delivering products and services, yet they struggle to connect with what people value, and this further frustrates people. As a result, satisfaction ratings are declining or flat across many industries, and loyalty is increasingly a thing of the past."

Pode parecer pouco, para alguns até pode ser visto como um truque barato de marketing, contudo; é um salto medonho, apostar na co-criação:

Unfortunately, this view of value is based upon a now outdated belief that value is something that can be added. This added value notion can be rejected. It is merely an enduring economic anachronism that uses a factory vocabulary to suggest that value can be added to physical goods and service, rather than viewing how value emerges for the customer within their lifeworlds.
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A new role for the organisation is to support customers in their value-seeking endeavours. Strategically, this moves the organisation from viewing itself as being responsible for creating added value to an orientation that is value-supporting and customer-centric. [Moi ici: Este passo é de gigante, é enorme e muitas empresas não percebem como é libertador...]
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[Moi ici: Como as empresas continuam a pensar que são elas que criam valor] Value-added, although a term of worthy intent, should be reconsidered. It results in some organisations taking the wrong direction. They look inwardly to how they can add value to what they have, rather than looking outwardly to understand what value the customers seek.
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Moving to a value-supporting orientation allows blind spots like the ones highlighted above to be brought into sharp focus. In addition, it throws the focus firmly upon the customer as the seeker of value and the organisation simply as the value supporter. It moves organisations from being inward-looking to outward-looking. It requires an understanding of customers’ lifeworlds. This simply means being conversant with how customers live their lives and how the organisation can strategically support the value customers seek."

A mudança de perspectiva muda tanta mas tanta coisa...

Trechos retirados de "Girls (not) aloud"