I just finished Flipped by John Winsor and I thoroughly enjoyed it. The book centers around the idea that co-creation should be, and is quickly becoming the way to create and maintain a dominant company. The book makes the case that in today’s ever changing and quickly changing business world, the old, static, top down creation system is too lethargic to keep up. To be relevant and stay relevant a company needs to engage in a bottom up, co-creation form of innovation.
The meat of the book is set up in a step by step trail; following the inverted pyramid that is setup during the first few chapters of the book. Each section explains the material in an easy to understand yet intriguing style, allowing the information to pop off the page. The section I took the most away from was the final chapter on Storytelling.
This chapter aligned most with my interests in the advertising world. It takes all of the information and knowledge accumulated in the earlier steps and condenses it into something an internal team or the external customer base can understand, relate to and incorporate into their lives. Each step along the way in integral, but if you step up to the plate and strike out on the storytelling, it’s all been for not.
Possibly the best aspect of the book is the author not only preaches co-creation, he follows it as well. This book was given to the masses, as an exercise in co-creation. John placed the manuscript of the book on a wiki and invited anyone who was interested (I was one of the many) to be an editor of the book. As someone involved in the process of this book, my interest was understandably peaked. I followed this book through its creation process much more closely than I have any other book in my life. The experience of being allowed to have a hands on experience with the book in its beginning stages gave me a sense of ownership that encouraged me to keep up with the book before it was even released. I have no doubts such an experience can be and should be brought to companies and brands.
In the end, I especially enjoyed this book because it is different from most I read. Generally, the books I read apply mostly to marketing and advertising. The thoughts and techniques in this book could be applied to any number of functions within a business, which I think makes it immensely more valuable.
Have any of you read the book yet? If so, what did you think? If not, did my little tangent make you want to read it?
Full Disclosure – I have no affiliation with the author of this book or the publisher. The book was given to me by the publisher to review but the comments and thoughts are purely my own.