Change This…

James and I have penned a new manifesto for Change This: Co-Creation Rules

Regular readers will know that I’m no fan of lists. I’m not renowned for making rules either though you’ll understand we’re being deliberately ambiguous in our title.

Nevertheless, James and thought we’d try and bash out a few ideas that we sometimes use in our work trying to help organisations get their heads round marketing these days. We’ve focussed more on corporates and marketing in this, but the general ideas carry over into over areas too. Here are the opening paras:

We no longer live in a world where people instinctively trust authority. As much social research shows, we’d rather trust our own instincts and the information we learn from our friends. For organisations and brands, this ain’t Kansas anymore. In our social world, it’s better to be talked about by others than to try to out-shout the crowd.

If we have to choose between engagement and control, we prefer engagement. We think that organisations in the future will do well to have the same preference when it comes to dealing with their own people and their customers.

I’ve shamelessly reused a game I described in More Space as part of this, partly in an effort to make this a bit more experiential and less academic.

We might think of this a first draft… and we’d be interested to know how people would change this to make it more useful… You can download it here.

(Thanks to Change This, especially Sally Haldorson, for their support and to John Winsor for some very useful ideas for the content. This mistakes are all ours, of course.)


2 thoughts on “Change This…

  1. Dave Russell

    I liked the manifesto especially as it applies to the customer relationship and there are several resonances with some of my current work. To me it points the way to Authentic Marketing; it’s all about honesty and consistency. I wonder to what extent (to quote Johnny) all marketing will become “more like facilitation”? Will it really be like this or will we see simply continuing diversification of marketing philosophies with the more thoughtful / competitive / sophisticated markets needing / wanting / trying to gain honest advantage through trust and authenticity? To what extent will the bad guys remain as bad guys because there will always be customers who will say “cut the crap, just give me the lowest price” and there will always be some businesses who start up, prosper briefly and then die on this basis?

  2. Johnnie moore

    Hi Dave and thanks for the review… Good question about marketing as facilitation. Perhaps I would say that companies might find it useful to think of it more that way; but there will be room for all sorts of other approaches.

    One thing to allow for is that there is de facto a market for all sorts of things, and ways of selling, that aren’t the finest or the greatest.


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