Author(s): John Winsor

Business

The first paperback edition of landmark title - completely updated for paperback - by the foremost expert on 'co-creation' in product innovation, branding, and marketing. In "Flipped", John Winsor makes the powerful case that instead of focusing on traditional branding efforts, companies must learn to use 'co-creation' tools to create new products, services, and marketing strategies in collaboration with their customers, from the bottom up. He takes readers deep into this new kind of customer-company relationship, providing useful case studies and practical step-by-step methods to engage these key voices in dialogues that fuel real innovation. Readers will learn how to develop a true bottom-up co-creation strategy and hone the intuition and inspiration that drive innovation.