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fliptop [soylentnews.org] writes:

The University of Pennsylvania (Wharton School) recently published an interview [upenn.edu] with Ganesh Ayyar, CEO of Mphasis [mphasis.com] (a Bangalore-based IT services company owned by Hewlett-Packard) and marketing professor Jerry (Yoram) Wind [upenn.edu]. Summary:

The digital transformation of a company requires not a mere shuffling of the organizational chart, but rather a "chemical" change in the culture and business practices, says Ganesh Ayyar[...]. But it is easy to say and more difficult to do. One place to start is by encouraging experimentation through the celebration of failures, adds Wharton marketing professor Jerry (Yoram) Wind. Another is to learn to co-create with clients. As always, the CEO and other senior executives set the tone: The old command-and-control style of managing is becoming passe, replaced with a more collaborative model recognizing that good ideas can come from anywhere in the company.

There's a fair bit of business-speak to wade through, and Wind uses Apple as an example of "customer co-creation":

Think about what Apple has done with its ecosystem. There is no way they could have had the hundreds of thousands of apps out there [by making it] internally... You have to have a culture of win-win and be willing to share with the customer. I will take it one step further and talk about your comment on the customer - it is not only how important you are to the customers, but treating the relationship [as co-creators]... How do we co-create together? What is the role of the customer in co-creating?

If you really move to co-creation and everyone's organizations start getting into the culture of co-creation and it is a truly win-win, then you are on the way to winning in this transformation.

Originally spotted on The Eponymous Pickle [blogspot.com].

Original Submission