For decades, the narrative of creativity has revolved around the archetype of the solitary genius. The brilliant individual who isolates himself while managing his inner storms. Think of Don Draper, the protagonist of the acclaimed series Mad Men. Draper represented the quintessential creative: stubborn, domineering and hermetic. His office, with its doors closed, became the sanctuary where he gestated brilliant ideas and unforgettable campaigns.
But that office was also a barrier. Draper, closed on himself and his thoughts, symbolised that model of creativity that excludes, that forces others to wait for results instead of contributing to the process. With this paradigmatic example, Albert Morillo begins his book Diseño de procesos creativos, a work in which he lays the foundations of his co-creation methodology in the creative field, because the individualistic model of Don Draper has evolved over time and new ways of generating ideas have emerged. One of them is based on the diversity of thought thanks to the involvement of teams. In this case, creativity does not come from an exercise of introspection, but is the result of the connection between people with different perspectives. This is where co-creation emerges as a new approach.
What will I read about in this article?
The power of co-creation
Co-creation changes the rules by opening up the creative process to a team, where each member brings a piece of his or her experience and knowledge. It is a model that does not distinguish between “creative” and “non-creative” professionals. Anyone can participate, because innovative ideas are born precisely from this intersection between disciplines that seem, at first glance, incompatible.
It also fosters a culture of trust, respect and innovation within your team. By valuing different opinions and encouraging constructive feedback, you create an environment where your team members can learn from each other, try new ideas and overcome challenges together.
Of course, adopting co-creation as the predominant model doesn’t mean an absence of challenges. Without order and tools, discussions may not be successful. How to find an effective balance between creativity, structure and collaboration?
Methodology and tools for effective co-creation
As Albert Morillo explains in his book, structuring the creative process in clear and accessible stages is key to fostering collaboration. According to the author, these methodologies allow teams to work on the same roadmap, maximising collective potential without losing direction. In addition, a well-designed process ensures that all voices are heard, which is essential to foster the inclusion of everyone involved.
Here are some recommendations for successfully implementing co-creation in your teams.
1. Define the problem or opportunity
Before launching any co-creation initiative, it’s crucial to be clear about what problem you want to solve or what opportunity you want to explore. This ensures that everyone involved works in alignment from the start.
Useful tools:
- Problem statement: write the problem in question format. For example, “How can we reduce lead times in our processes?”
- Empathy map: helps to understand the needs of end-users by visualising what they think, feel, say and do.
- Stakeholder map: identify who is directly or indirectly involved, classifying them according to their degree of influence and relevance.
For example, if a company is looking to improve the customer service experience, it could use an empathy map to really understand how users experience their current interactions and, from there, design targeted solutions.
2. Inviting the right people
For a co-creation process, it is essential to invite people who can add value to the conversation. It’s important to seek diversity in different perspectives, beyond the usual internal teams.
Points to bear in mind:
- Diversity of roles: different voices should be included, such as designers, technicians, engineers, etc.
- Experience and motivation: ensure that they have the necessary interest and knowledge.
- Capacity to participate: it’s necessary to verify that they have the time and resources to join the process.
For example, if you are working on a technology solution, don’t just call in developers. If you add someone from the customer service environment or even a regular user, you will get more complete perspectives on what can work.
3. Establish ground rules
For a co-creation session to be fruitful, all participants need to feel comfortable, safe and listened to. This is why you need to set clear rules from the start.
Suggested rules:
- Respect all ideas, even those that seem heterodox.
- Listen actively without interrupting.
- Offer constructive criticism, moving away from a judgemental attitude.
4. Use appropriate tools and methods
Co-creation requires practical resources that facilitate the exchange of ideas and teamwork. Choosing the right tools will make the difference between success and frustration.
5. Trial and error
Co-creation is not a process that starts and ends in a single session. It is crucial to test, get feedback, adjust and test again.
How to do it:
- Before finalising an idea, test it internally or with a sample of key users.
- Collect their feedback, both positive and negative, and use it to improve the proposal.
- Analyse which aspects of the solution are working well and which elements need to be adjusted.
Co-creation not only transforms the way we work, but also strengthens bonds within teams and improves the bottom line. By following these steps – defining the problem, involving the right people, establishing clear rules, using the right tools, and refining the proposed ideas – we can implement effective and sustainable co-creative processes. This methodology not only opens the door to better solutions, but also fosters an environment where everyone feels that their contributions matter.
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