Perhaps the most radical thing about co-creation is how it changes everything you thought you knew about your knowledge base: The users are your knowledge base! And a brilliant one at that. Once you start involving them in your creative processes, you gain a deeper and clearer understanding of the challenges you face and the quality of your solutions will increase.
You will be surprised to discover how bright and well informed your users are. And how willing they are to share what they know about you.
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