"I prefer radio to television. The pictures are better." Anon Over recent years, it has become increasingly common for the word "co-creation" to be used to describe a deliberate act of collaboration within and/or between organizations. This might involve, for example, collaboration between members of a business and its customers or other stakeholders; between designers and end-users; between multiple web-based contributors to an open-source resource such as Wikipedia; or between managers and staff within an organization.
In this last regard, the term is now firmly established in the language of the "employee engagement" movement. But I believe that using it in this way not only devalues the word but, more importantly, obscures a critical aspect of organizational dynamics that is implicit within it. In particular, using the term to describe structured approaches to participative management, joint decision-making and collaborative working risks missing the point that all meanings and outcomes are necessarily co-created. And this insight is fundamental to an understanding of how organizations work, how change happens and how leaders need to act as a result.
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