In contrast, with co-creation there is a continuous dialog with the environment during the whole innovation process. This result in more ideas, generated in less time. Further, because there is a continuous testing loop, choices can be made faster while being better substantiated at the same time.

As seen from the above diagram, it’s obvious that this has serious consequences for the culture, set-up and operations of an organization. Leveraging the existing co-creative power within an organization can lay the foundation for the transformation it needs to undergo. A further step is to involve customers and suppliers in the process directly. In the end, the entire innovation process can be open to contribution and feedback from all stakeholders.