Creating solutions, projects, or strategies that everyone agrees on isn't easy. Neither is working across diverse stakeholders to build engagement for a new direction. However, with the right level of involvement or co-creation, you can achieve both, and do so effectively.
While the terms input, involvement, and co-creation are often used interchangeably, there are significant differences between these three forms of collaboration. Therefore, here's an overview of these three forms, their application, and benefits.
The collaboration progresses in three stages. The higher we go, the more the relevant stakeholders contribute, acting as co-creators of the work. Co-creation is at the top level and is often most effective when the goal is to develop a direction that those affected by - or impacting - an initiative have ownership of. Let's take a closer look at all three:
Input
Relevant stakeholders contribute perspectives but do not actively participate beyond providing input. They exit the process after contributing their perspectives.
Characteristics:
Dialogue-driven
Low collaboration
Limited involvement beyond providing input
Input is relevant for:
Gaining insights into how, for example, an initiative might be received
Situations where external perspectives and opinions are desired to inform a decision-making process, but not necessarily contribute to further development
Involvement
Relevant stakeholders are sporadically involved. They provide input or expertise at specific times, such as when expert involvement is necessary. They participate in parts of the design phase and may contribute to prioritization or decision proposals, but the involvement is not continuous from initiation through development, implementation, and evaluation.
Characteristics:
Dialogue and/or collaborative-driven
Alternating involvement
Input or expertise contributions at specific times
Involvement is relevant for:
Situations where external stakeholders can add value by providing knowledge or skills at critical times
Projects where priorities and decision proposals can be improved and better anchored with diverse perspectives at the knowledge, development, or prioritization levels
Co-Creation
Relevant stakeholders are integrated throughout the development process, and both actors who can influence and be influenced by the solution are involved in the development. The actors co-own the process by building a common understanding and co-creating solutions, projects, and implementation plans. They also participate in evaluating the success of the effort. Characteristics:
Integrated collaboration
Common understanding, development, and co-ownership
Collaboration through a process focusing on understanding, prioritization, and concrete development (ideally with testing and further development)
Co-creation is relevant for:
Complex challenges or projects with diverse perspectives and stakeholders
Situations where deep and common understanding and ownership among stakeholders are crucial for the project's success
Efforts where the aim is to deliver solutions faster, implementing and improving continuously
Challenges being addressed by multiple organizations but lack a strengthened collective effort that leverages knowledge and resources across them
Projects where democracy and empowerment are desired outcomes
The three forms of involvement serve different purposes and are used at different times. Involvement, especially co-creation, can provide a wide range of positive outcomes beyond an efficient process where all relevant stakeholders come together and develop.
Five effects of co-creative development:
Solutions with enhanced understanding and empathy for those impacted by the effort.
Better solutions because the process involves mutual learning and innovation across stakeholders.
Reduces resistance during implementation because stakeholders have developed deep ownership.
Expansion of resources when implementing efforts due to more partners involved in task execution and citizens/users contributing to spreading awareness of the effort.
Adaptive interventions due to learning-based implementation, where continuous development and testing occur (which saves additional resources on "failed attempts").
(Source: Co-Creation for Sustainability. Ansell, Sørensen, Torfing, 2022)
Curious about which approach is right for the project or strategy you're working on? And do you want to discuss more about the value of bringing together relevant stakeholders? Feel free to reach out for a non-committal chat.