%0 Journal Article %J Open Source Business Resource %D 2009 %T A Social Vision for Value Co-creation in Design %A Liz Sanders %A George Simons %X The Cluetrain Manifesto was introduced in 1999, calling for a powerful global conversation between companies and the people they serve. Since then, the conversation has started and is finally gaining momentum. Co-creation is the buzzword of the day to describe the various types of conversations that are taking place. But the conversation has multiple perspectives. It can be applied to multiple domains ranging from sales tactics and branding contests to strategic, human-centered means of affecting social transformation. In this article we try to articulate a vision for value co-creation by focusing on its social aspects. It is our hope that such social vision will contribute to existing perspectives so that future conversations can take place in a more productive way. The suggested framework organizes the seemingly disparate applications, comparing the mindset, goals and results of three types of value co-creation: monetary, use/experience and social. Although these three types of value co-creation are all relevant, we believe that the social type of value provides a real opportunity for significant social change. However, the rules of engagement for this type of co-creation are particularly challenging. Participation must be face-to-face to allow for real-time interaction to take place. Empathy for the people who will be affected by change is key. Visualization of the collective assets is essential. And having the appropriate mindset about co-creation is the single most important component for success. %B Open Source Business Resource %I Talent First Network %C Ottawa %8 12/2009 %G eng %U http://timreview.ca/article/310 %N December 2009 %9 Articles %1 MakeTools Liz Sanders is the President of MakeTools, a company that explores new spaces in the emerging design research landscape. She is a visionary in participatory design practices, having introduced many of the tools, techniques and methods being used today to drive and/or inspire design from a human-centered perspective. Liz has practiced across all the design disciplines. Her current focus is on bringing co-creation and human-centered design thinking to the planning and architectural design process. Liz offers learning experiences in co-creation and innovation for clients, colleagues and students around the world. She has a Ph.D. in Experimental Psychology and a B.A. in both Psychology and in Anthropology. %2 NBBJ George Simons has a long and diverse career spanning the arenas of environmental and industrial design, applied design research and innovation strategies. At the core of his work is the ongoing passion for integrating different design and research disciplines with complex design problems and the needs of business. During his career he has held positions as the Director of the Advanced Concepts Research and Design Group at Steelcase, started and managed his own design and strategy consultancy, fahrenheit, and after that was a managing partner and location lead at IDEO. George's work has been widely published, exhibited in museums, and received numerous awards. He is listed on over 40 patents.