When it comes to co-creation, companies can’t build an experience for an individual without involving that individual. “The traditional notion was that I did product design, get experience, get feedback, but I’m not creating with you,” he said. “I never started with what you want.” Ramaswamy said companies need to start paying attention to the experience the customer would like and all the interactions that can make it happen, which means involving different people and different disciplines.
In the “experienceverse,” the experiencer and the experiences are at the center of development, and the process is focused on helping them engage, Ramaswamy says.
