Flipped: How Bottom-Up Co-Creation is Replacing Top-Down Innovation

by Winsor

Overview

Branding is done — in today's business and marketing world, it's all about bottom-up co-creation to ensure real marketing effectiveness and product success. Marketing expert John Winsor makes a powerful case that instead of focusing on traditional branding efforts, companies must learn to use "co-creation" tools to work from the bottom up to create new products, services, and marketing strategies in collaboration with their customers. Today, it's all about getting out in the streets and spending time with the right customers, in their worlds, to create the essential foundations for breakthrough innovation. He takes readers deep into this new kind of customer-company relationship, providing useful case studies as well as practical step-by-step methods to engage these key voices in dialogues that fuel real innovation. Readers will learn how to develop a true bottom-up co-creation strategy and hone the intuition and inspiration that drive innovation.

Product Details

ISBN-13:	9781572846623
Publisher:	Agate
Publication date:	04/13/2010
Sold by:	Barnes & Noble
Format:	eBook
Pages:	260
File size:	444 KB

About the Author

John Winsor's goal has been to help companies listen to and learn from the key voices in their communities by using organic, bottom-up anthrojournalistic tools to help them co-create new marketing and product development strategies. Winsor holds an MBA from the University of Denver. In 1986, he founded Sports & Fitness Publishing, which he sold in 1998 to Conde Nast and Emap. He started Radar Communications in 1998, which in 2007 merged with Crispin Porter + Bogusky, an advertising agency famous for its nationwide Truth, Burger King, Volkswagen and other campaigns. Winsor heads CPB’s Strategy and Product Innovation departments and orchestrates the growing network of relationships between business, creativity, and customer insight. He is also the author of Spark and co-author, with Alex Bogusky, of Baked In, also published by Agate B2. His books have been profiled in Advertising Age, Adweek, and Fast Company.

Table of Contents

Acknowledgments 8

Executive Summary 10

Chapter 1 Co-creating from the Bottom-Up 18

Chapter 2 Step One: Focus on Key Voices 36

Chapter 3 Step Two: Get the Story 50

Chapter 4 Step Three: Listen 68

Chapter 5 Step Four Find Inspiration 82

Chapter 6 Step Five: Hone Your Intuition 94

Chapter 7 Step Six: Find the Center of Gravity 106

Chapter 8 Step Seven: Tell the Story 124