%0 Journal Article %J Open Source Business Resource %D 2009 %T Co-creation: a New Way of Doing Business in an Age of Uncertainty %A Anna Kirah %X Co-creation can be defined as the continual feedback loop and collaboration with all stakeholders in a value chain throughout any given process of designing, developing and implementing meaningful products, services, organizational and strategic changes. It replaces the hierarchical approach to management and the linear approach to innovation, affording all stakeholders the possibility to influence and bring forth meaningful and relevant solutions in a collaborative environment. Co-creation results in the development of goods, services and experiences that are uniquely designed to meet people's particular needs, values, meaning and context. It leads to a profitable advantage for both companies and the people who will be using these goods and services as well as for the people working within the organizations. The purpose of this article is to share some experience -driven insights on how co-creation could help businesses to live in an age of uncertainty. %B Open Source Business Resource %I Talent First Network %C Ottawa %8 11/2009 %G eng %U http://timreview.ca/article/304 %N November 2009 %9 Articles %1 CPH Design Anna Kirah is partner and Vice President at CPH Design. The results from her extensive research have been used to implement new concepts, services, products and strategies for companies such as Microsoft, L'Oreal, Johnson & Johnson, Toyota, and the aviation, media, and newspaper industries. Prior to joining CPH Design, Anna was the Dean and Faculty Member of 180º Academy, an international school for radical innovation, where she was responsible for designing, implementing and overseeing the 180º curriculum. She joined 180º from the Microsoft Corporation, where she was Senior Design Anthropologist responsible for global field research, participatory design and co-creation. Anna has worked at Boeing as a Research Associate, doing pre-concept research onboard commercial aircraft. Anna holds a graduate degree in Cultural Anthropology and a graduate degree in Psychology. She sits on several boards including the Danish Enterprise and Construction Authority's Programme for User Centered Innovation and on the jury for the Braun Design Prize 2009. CPH Design is a Copenhagen based design and innovation agency offering services to a wide range of industries, organisations and clients. Pioneers of people centred and prototype design approaches, it focuses on holistic problem solving for the benefit of both client and end user. An international partner and inventor of many worldwide patents, CPH employs the creative power of design to generate value and advantage to improve life. CPH Design puts Why at the center of the design process. Asking Why is the essence of achieving creative solutions to generate successful design and innovation; what is known at CPH Design as WhydeologyTM. WhydeologyTM enables new perspectives throughout the entire design process from the initial creative stages through product development to downstream troubleshooting.