raul lansink
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Comment on: Is co-creation over-hyped?
I think both of you are right. As a practicioner, I am frequently embarrassed to see how online-ish agencies (mis)appriopriate the idea of co-creation. In their urge to share in the spoils, all too familiar techniques are rebranded as 'co-creation'. By doing this, we undermine its potential to extract value from the constant flow of interactions within a community. In my view, co-creation will become a permanent fixture in an increasingly collaborative world.
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