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Mining customer insights to innovate is not new, but new technologies and customer expectations are increasing the pace and scale of customer-driven innovation. This is why many companies are developing programs based on co-creation, a business strategy that encourages a more interactive relationship with customers. Co-creation can generate mutual customer-company value and bring significant strategic advantages when creating new products and services. However, it can be fraught with financial and operational risk if not properly structured. Learn about reliable models for capturing value from co-creation, without losing your shirt (or job) in the process.