Sometimes people point out to me that Apple's development method under Steve Jobs was not a co-creation process with customers or potential customers.
Whenever someone says this, it reminds me of Seth Godin's nice observation that "Apple had one customer," meaning that Jobs was, in fact, at least one half of the co-creation process with Apple's designers.
What I want to suggest is that you could certainly innovate based on this model, if you had a strong and visionary enough internal customer/creator.
There are certainly businesses of all kinds which are characterized by this kind of approach, and many people have likened Jobs' Apple to a fashion house.
Whether your co-creating customer is internal or external, I would argue that the process will be fundamentally the same: prototype, get feedback, iterate.
Whenever someone says this, it reminds me of Seth Godin's nice observation that "Apple had one customer," meaning that Jobs was, in fact, at least one half of the co-creation process with Apple's designers.
What I want to suggest is that you could certainly innovate based on this model, if you had a strong and visionary enough internal customer/creator.
There are certainly businesses of all kinds which are characterized by this kind of approach, and many people have likened Jobs' Apple to a fashion house.
Whether your co-creating customer is internal or external, I would argue that the process will be fundamentally the same: prototype, get feedback, iterate.
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