A health care initiative shows how brick-and-mortar businesses can co-create solutions with their partners and change the rules of the game.
All companies--even those entirely B2B, brick-and-mortar industries--are now in a Facebook-like business. Their leaders have to be community organizers who strive to engage the customers, suppliers, employees, partners, citizens, and regulators that make up their ecosystems. A good way to do that is to provide those stakeholders with the means to connect with the company--and with one another--and encourage them to constantly invent new ways to create value for their organizations and themselves.
This approach is a radical departure from the old way of managing constituencies through specific processes: marketing and selling to customers, procuring from vendors, developing human resources policies for employees, and so on.
This article is co-authored by Douglas Bilings, a principal and leader of PwC's co-creation practice.