5 Types of Experts You Want in Your Co-Creation Session

March, 2022

The experts in your co-creation session are chosen to represent topical knowledge, industry experience and other relevant (user or value chain) perspectives. The goal is to assemble a group that collectively has the intelligence, perspectives, and knowledge in the room to crack the challenge. So, when developing, say, a new variety of “healthy snacking options for lunchbox use”, we not only have food technology experts, baking factory managers and marketers on the team but also, for example, chefs, moms, supermarkets buyers, food bloggers and teachers.

Although originally our group curation was based on common sense, gut feel and creativity, we’ve since identified a framework of five archetypal expert roles which we use to construct full-perspective teams. These roles can be taken by both internal and external participants.

The 5 types of experts

  • The Customer role represents the perspective of the beneficiary, or in modern marketing terms the “Target Audience”, for whom specifically we are conceiving the solution in question: moms, frequent flyers, beer lovers, young families, teachers, bartenders.
  • The Professor profile represents deep, factual, or conceptual knowledge. Sometimes this is an actual academic, although it can also be an informal expert, someone who “just knows everything about…”.
  • The Professional. Alongside theory and academic knowledge, we need experience: industry veterans, hardened entrepreneurs (or start-up aficionados). This is the group that understands business reality from the inside.
  • The Connector. This is the person who knows “who’s who’ and ‘what’s up”. A broad, cross-company industry perspective, up to date on gossip, trends, legislation, and developments. What has been tried before, what was (un)successful and why?
  • The Wild Card. Especially in future-oriented projects or when seeking to develop game-changing propositions, it is important to include an explicitly creative and independent thinker, without industry knowledge. The wild card “knows nothing” and is, therefore, free to ask painful questions, challenge preconceived notions and float crazy ideas.

Want a step-by-step guide on how to find, engage and involve the right (mix of) experts? Check out our book ‘Collaborate or Die’, available here.


Similar articles

Door de ogen van onze meest trouwe medewerkers

Met het samengaan van Strategiemakers en Fronteer vorig jaar, zijn ook twee groepen medewerkers samengebracht tot het huidige Elemental team. We vroegen onze twee langst zittende medewerkers naar hun ervaringen met de twee oude bedrijven,...

Embracing Broad Prosperity

In the past, everyone used to think that economic growth was the only way to succeed, but things have changed, and we’re challenging that idea too. Nowadays, the quest for prosperity goes beyond just making...

Road to B Corp | More than a certificate

Navigating the B Corp certification process may seem challenging for many organizations, but the positive impact it yields outweighs the associated hurdles. In our experience, the key to sustainable transformation lies in leveraging the B...

Stagediscriminatie? Afgelopen.

In co-creatie met studenten, docenten, stagecoördinatoren, experts op het gebied van inclusie, recruiters en andere ondernemers verkenden we de vraag: ‘Hoe kunnen we samen een einde maken aan stagediscriminatie’.

Being B Corp certified, is Elemental!

Elemental is B Corp certified, and we couldn’t be more proud! Have a look at our journey, and why we find it so important to be a part of the community.

The future of… our food system

In this chapter, we dive into the world of food, uncovering the challenges faced by the industry and gaining insights from Sophie Dijkkamp and Marianne Thieme, two of our talented transformation strategists at Elemental.

    Thank you for your interest.

    You're almost there! Just give us your contact information, and you'll receive our whitepaper on "Integrating societal
    and ecological impact in innovation
    from day 0" 
    in your mailbox.

    Whitepaper download - "Innovation"

    This field is for validation purposes and should be left unchanged.

    Thank you for your interest.

    You're almost there! Just give us your contact information, and you'll receive our whitepaper on "Why coalitions fail and how to prevent it"  in your mailbox.

    Whitepaper download - "Coalitions"

    This field is for validation purposes and should be left unchanged.

    * By signing up to receive our whitepaper, you agree to sign up for our quarterly newsletter and other marketing related emails. You can of course deregister through the confirmation email with the downloadable whitepaper, which will remove your from our mailing list.