As a facilitator of myriad customer experience conversations, journeys, and maps, I have always been interested in this idea of “co-creation” to develop new products and services in a collaborative way.  Rather than assuming we know what the customer wants or needs, hosting focus groups, or creating customer advisory boards, what about asking a specific client to partner in the “co-creation” of a new product or service offering? Continue reading “Book Review: Inside Your Customer’s Imagination” »