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Home » Why Co-Creation Is the New Customer Value Proposition
CXO Minute

Why Co-Creation Is the New Customer Value Proposition

Tony UphoffBy Tony UphoffJanuary 10, 20232 Mins Read
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AE Leadership

In episode 57 of the CXO Minute, Tony Uphoff explains why co-creation is the new customer value proposition — more specifically, co-creation that integrates business resources, knowledge, and networks, allowing companies to expand their capabilities.

Highlights

00:13 — It used to be that price was the main focus of business negotiations. Over time, the focus shifted from price to return on investment (ROI). While these thoughts still exist in terms of negotiation discussions, the concept of value has become the watchword in most business technology negotiations.

00:45 — Tony believes the world is beginning to see a new value equation emerge — one that focuses on co-creation, which takes many forms. In this CXO Minute, Tony highlights the type of co-creation that involves the integration of business resources, knowledge, and networks that capitalize on opportunities, resolve challenges, and enable companies to do more than they previously could.

01:12 — Co-creation was initially framed as a strategy by professors from the NYU Stern School of Business, Ajit Kambil and Michael Bloch, who co-authored an article titled “Reinventing Value Propositions.” The article positioned co-creation as a strategy to transform value propositions, work with customers, and offer complimentary resources.

01:38 — The notion of co-creation was further developed in the book “The Future of Competition” by Venkat Ramaswamy and C.K. Prahalad.

01:54 — Along with data modernization, co-creation is one of the major trends fueling the acceleration economy today. In his recent CXO Minute, Tony discusses three trends he did not see coming in 2022, and why they matter for business technology — the idea of co-creation being one of them. Co-creation partnerships are redefining industries such as retail, manufacturing, and healthcare.

02:36 — These high-profile examples of co-creation should serve as frameworks and inspiration as leaders look to create new value propositions in their businesses. Technology is breaking down barriers and facilitating co-creation today.


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Tony Uphoff

CEO
Pipeline360

Areas of Expertise
  • AI
  • Board Strategy
  • Cloud
  • LinkedIn

Bringing his experiences as a 5x CEO, Tony provides a leadership analyst perspective to Cloud Wars. He’s an award-winning technology, data, digital media and marketing services executive specializing in transformative leadership of companies, cultures, people, and organizational performance. As an industry thought leader and an expert on the digital industrial economy, Tony is regularly quoted in The Wall Street Journal, Forbes, Business Insider, and other top media brands. He advises senior management and boards of media, marketing, and technology companies as the CEO and founder of Uphoff Management Advisory, LLC. He serves as a Trustee of Linfield University and a mentor at MuckerLabs accelerator. Additionally, Tony has been a Senior Advisor to the CEO and executive team at Xometry, a publicly traded, on-demand manufacturing marketplace. In December 2021, he led the turnaround, growth, and successful sale of Thomasnet.com to Xometry for $300 million.

  Contact Tony Uphoff ...

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