Cocreation means making new products or services together. But working together is not necessary all the time. There is a common misunderstanding that cocreation equals systematic cooperation, from start to finish and always with the same partners, who discuss, study and decide everything together.

But just like the design process benefits from letting ideas go in many different directions before bringing them back into focus again, it’s good to diverge during the cocreation process as well.      For instance, have the designers do what they do best with the ideas selected during the brainstorming session. But don’t forget to discuss the results with the group afterwards.

The advantage of this way of working is that you benefit from everyone's strong points, saving time in the process. No-one benefits from a time-consuming cocreation process with half of the people around the table asking themselves what they are doing there, and it certainly does not help you find a suitable solution.