Chapter 1
Disruption Is Already Underway
If disruption has not yet affected your business, it soon will. The companies that thrive treat it as the operating condition.
St. Martin's Press · Foreword by Don Peppers and Martha Rogers
Co-Create
Stop selling the value you already have and start building value with your customers instead.
St. Martin's Press · ISBN 1250103029
The problem
Acquisition Was the Old Game. Retention Is the Real One.
If disruption has not already reached your business, it will. The companies that come through it are not the ones defending existing value, they are the ones creating new value alongside their customers and partners.
- Digital channels and automated delivery made virtual relationships available to everyone, which means they differentiate no one.
- Consumer technology, not your competitors, is what keeps resetting your customers' expectations.
- The objective shifts from winning the account to being genuinely difficult to replace inside it.
The framework
The Eight Co-Create Tools
Co-Create was written to be used rather than admired. The companion workbook turns each idea into something a team can run in a room.
- 01
Priorities Diagnostic
Generate ideas, narrow them, and identify the single priority worth focusing the business on.
- 02
Needs-Based Segmentation
Segment by what customers are trying to accomplish instead of by size or industry.
- 03
Strategic Relationship Audit
Assess the real state of the relationships an account depends on.
- 04
Customer Experience Journey
Map the experience your customer actually has, not the one the org chart implies.
- 05
Organization Evolution Scorecard
Judge whether the organization can support the collaboration it is promising.
- 06
SMAC Scorecard
Assess readiness across social, mobile, analytics, and cloud.
- 07
Cognitive Computing Readiness
Establish where intelligent systems can carry real weight in the relationship.
- 08
The Co-Create Canvas
Bring partners, common vision, milestones, and metrics onto one page the group signs up to.
Chapter by chapter
Inside Co-Create
Eight chapters, each closing with the takeaways the workbook then turns into a tool.
Chapter 2
Adaptive Innovation
Adaptive innovation requires aligning the organization's functions so they can move as one.
Chapter 3
Virtual Relationships
Digital channels and automated service made virtual relationships available to everyone, which changes what counts as differentiation.
Chapter 4
From Acquisition to Retention
In the co-create economy the objective shifts from customer acquisition to customer retention.
Chapter 5
The Hollywood Talent Model
Teams that assemble around specific projects, then dissolve, become a normal way of working.
Chapter 6
Leading Drivers
Use leading drivers to get enough advance notice to make strategic decisions and correct course.
Chapter 7
Customer Expectations
Improvements in consumer technology are the single biggest accelerator of customer expectations.
Chapter 8
The Co-Create Canvas
Identify the partners in the joint venture and the common vision that makes it worth doing.
The author
Meet Nour.
Nour advises Fortune 500 boards and revenue leaders on the relationships their growth depends on. Co-Create came out of watching the same pattern across those rooms: the accounts that hold are the ones where value gets built with the customer rather than sold to them.
Read by Leaders Around the World.
Questions About the Book.
- Who wrote the foreword?
- Don Peppers and Martha Rogers, Ph.D., authors of The One to One Future.
- Is the workbook included with the book?
- The workbook is a separate companion. It is free, and it is the fastest way to use the ideas with a team rather than only read them.
- Is Co-Create only for sales teams?
- No. It is written for anyone responsible for creating new value with customers, partners, or an ecosystem, which usually means account leadership, product, and the executives above both.
- How does this relate to Relationship Economics®?
- Relationship Economics® is the discipline of building strategic relationships. Co-Create is what you do with them once they exist. Chapter seven of the third edition connects the two directly.
Start with the mandate
Bring the Ideas to Your Stage.
The frameworks in Nour's books are the backbone of his keynotes. Tell him about your event to start.
