Outside Innovation: New York's Metropolitan Museum's Customer Contributions

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What is Outside Innovation?
It’s when customers lead the design of your business processes, products, services, and business models. It’s when customers roll up their sleeves to co-design their products and your business. It’s when customers attract other customers to build a vital customer-centric ecosystem around your products and services. The good news is that customer-led innovation is one of the most predictably successful innovation processes. The bad news is that many managers and executives don’t yet believe in it. Today, that’s their loss. Ultimately, it may be their downfall.

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LEAD USERS
Eric von Hippel coined the term "lead users" to describe a group of both customers and non-customers who are passionate about getting certain things accomplished. They may not know or care about the products or services you offer. But they do care about their project or need. Lead users have already explored innovative ways to get things done. They're usually willing to share their approaches with others.
LEAD CUSTOMERS
I use the term "lead customers" to describe the small percentage of your current customers who are truly innovative. These may not be your most vocal customers, your most profitable customers, or your largest customers. But they are the customers who care deeply about the way in which your products or services could help them achieve something they care about.
LEAD CUSTOMERS AND LEAD USERS
We’ve spent the last 25 years identifying, interviewing, selecting, and grouping customers together to participate in our Customer Scenario® Mapping sessions. Over the years, we’ve learned how to identify the people who will contribute the most to a customer co-design session. These are the same kinds of people you should be recruiting when you set out to harness customer-led innovation.
HOW DO YOU WIN IN INNOVATION?
You no longer win by having the smartest engineers and scientists; you win by having the smartest customers!
CUSTOMER CO-DESIGN
In more than 25 years of business strategy consulting, we’ve found that customer co-design is a woefully under-used capability.

April 20, 2009

New York's Metropolitan Museum's Customer Contributions

The Metropolitan Museum of Art has just closed its customer-contributed photographs competition. Called "it's time we MET," visitors to the Museum were invited to enter the contest by downloading their photos of their visits to the museum on Flickr. The winner will be announced soon.

Here's the MET's description of this competition:

"'It's Time We Met,' our first visitor-contributed photo contest, was a huge success! Visitors just like you posted hundreds of photographs taken at the Main Building or at The Cloisters Museum and Gardens, all depicting how they've shared their Museum experience with friends and family. The Museum's judges are now in the process of selecting the winning photograph, which will be used in the "It's Time We Met" marketing campaign."

Posted by Patty Seybold on April 20, 2009 in Crowdsourcing | Permalink

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Outside Innovation

New ways to engage customers in co-designing your company's future - a weblog to complement the book, Outside Innovation, by Patty Seybold

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April 20, 2009

New York's Metropolitan Museum's Customer Contributions

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