Idea Management

When a company creates an idea, even if it is a truly wonderful idea, it is only one-sided. The creation of a brilliant idea is one that involves input from both the consumer and the company making the product. Both parties investing themselves in a singular idea is the kind of co-creation that puts you ahead of the curve, and gives you a product that consumers sincerely care about.

“It’s easy for people to think that new ideas are the responsibility of the innovation or R&D teams and have nothing to do with them. By telling the stories of some great everyday innovations such as the Post-It note, Band-Aid or traffic lights, you can prove that game-changing ideas can come from anywhere and are not just the preserve of men and women in white coats. In our business, our employees are also representative of our consumers, which makes them exceptionally qualified to come up with the next big thing.” —Philippa Brown

When a good idea is developed and co-created by consumers and the company combined, it goes becomes a valuable idea. Consumers who have an interest in sharing their experience with the company are already offering themselves as an investor to the product, and they look to interact in a broad range of ways. Consumers have a will to define their desires and express their values to your company so that the overall interaction can improve. Allowing such exchange of information can move the interaction from just a purchase to an ongoing experience, enriching and engaging for the customer and helpful in a number of ways for your team. This kind of interaction will keep the customers coming back for more over and over again.

It helps, also, to make sure there is crossover between consumer and employed agent. If your employees can experience first hand the pitfalls and advantages of the sales side and the customer side of the product, the sense of loyalty and community will become second nature to them, helping create the community you want to surround your company.

“Our employees have a vested interest in our success – they want to be sure we succeed, so their feedback is particularly valuable.”—Julie Fleischer”

Inviting your customers to become your coworkers, and vice versa, will create a whole new generation of idea makers that can take your company to the next level.

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This post was written by Hallie Dunn

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