A unique creative and collaborative multidisciplinary exercise, cocreate is not a rigid process. The four stages are not always applied sequentially and can be repeated as many times as is needed to get to the best solution. Sometimes cycles are rapid, taking a day or two, but they can also be extended e.g. if more research is needed at the Discover or Rediscover phase.
Although intellectualized, cocreate is also intensely practical and tangible as it is about learning, innovating and succeeding through doing. Tools and approaches alone cannot produce great results; they need to be practiced with positivity and commitment.
Cocreate works best where people-centered innovation is needed. It uses design thinking principles to engage the creative power of all participants and recognizes that people understand and adopt these principles if they experience it first-hand in a transformational event. It makes sure Philips lives up to its brand promise of ‘innovation and you’ and applies innovation to every aspect of the business – not just product and service development.