Flipped: How bottom-up co-creation is replacing top-down innovation

Author(s): John Winsor


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.


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Product Information

John Winsor founded Sports and Fitness Publishing in 1986 and sold it to Conde Nast and Emap in 1998. He started Radar Communications in 1998, which in 2007 merged with Crispin, Porter, and Bogusky. He lives in Boulder.

General Fields

  • : 9781932841480
  • : Agate Publishing
  • : Agate Publishing
  • : December 2009
  • : 180mm X 130mm X 11mm
  • : United States
  • : books

Special Fields

  • : John Winsor
  • : Paperback
  • : 658.8
  • : 260
  • : illustrations