Co-create to innovate

The word ‘innovate’ is peppered in articles, often to draw your attention to something fresh, aspirational, and engaging.

But in context of your business, how often is someone else’s brainchild – and the associated benefits – either seemingly out of reach or not matched to what you do?

And why might this be the case?

Maybe it’s easy to think that, in an era of rampaging technology, innovation belongs to others. It can only exist by having a large budget; with people scheming in secret laboratories.

But let us demystify the word. According to the Oxford dictionary, innovation is no more complicated than recognising a “new method, idea, [or] product.

How refreshing!

So, to truly achieve innovation, let’s get the ideas flowing; and it’s your job to lead from the front.

Talking of jobs… Steve Jobs described the power of leadership and communication to achieve innovation:

“Innovation has nothing to do with how many R & D dollars you have. When Apple came up with the Mac, IBM was spending at least 100 times more on R & D. It’s not about money. It’s about the people you have, how you’re led, and how much you get it.”


Easier said than done. Or is it?


Well, reflect on your business for a minute and consider Steve’s words:

  1. Who are your people?

Anyone you have contact with that makes your business tick. Your ‘stakeholders’.

  1. What is your leadership culture?

The type of relationship you choose to have with your people.

  1. How do you engage with your people to set these ideas free?

The communication channels and feedback loop you have in place to reinforce your leadership.


Co-creation, simply put, is collaboration with your people for your joint success. Whether they are customers, suppliers, staff, volunteers or members. All have a valued perception of what is going well, and ideas about how your business can evolve and innovate through the power of engagement and, yes, innovation.

Imagine a secure online, GDPR compliant, platform that asks an invited group of your people to answer questions that encourage feedback on improved methods of working, promotion of new ideas, and suggestions for new products.

Imagine a business that gets excited about wanting to co-create to innovate.  Is that business your business?

The Gobby platform asks open questions and asks peers to anonymously create ideas and vote on them to support innovation through co-creation.

Gary Beckwith, founder of Gobby, is a Quality Professional with over 25 years’ experience in service design and delivery.  If you would like to learn more about stakeholder engagement, and are as passionate as we are about making it meaningful, then contact us at

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