People are inherently creative and want to shape their own experiences.
The clash between the system and the people who use the system is, in my experience , one of the main areas where failures occur. Until the system designers take all stakeholder perspectives into consideration in their complex and messy environments we will continue to design systems that fail. The co-creative enterprise is an example where a design turn has been taken to the benefit of all.
In co-creation, strategy formulation involves imagining a new value chain that benefits all players in the ecosystem
‘.. a company with an Indian soul, its leaders empathized with the struggling small farmers and their fierce desire to stay independent, and wanted to help lift them out of poverty. ITC’s leaders reasoned that the best way to raise the farms’ productivity and quality was to help growers discover and implement better practices. So improving the individual farmer’s experience was a primary goal at the outset.
ITC decided to involve multiple stakeholders that shared this goal, including NGOs and the Indian government, from the start. In early workshops with farmers, the idea of holding forums that taught them how to improve yields and upgrade crop quality quickly emerged. The farmers also expressed interest in learning how to store their crops and when to sell them to maximize the price received. In response, ITC built a series of kiosks with internet access called e-choupals. (Choupal means “meeting place” in Hindi.) Each was located within walking distance (four or five kilometers) of several villages. Each provided information in the local dialect on the daily weather forecast, crop prices, and other agricultural news; advice on farming methods; an e-mail service that let farmers interact with scientists at agricultural universities, technical people at ITC, and fellow farmers who may have dealt with challenges similar to theirs; and access to land records, health and educational services, and information from NGOs on the latest developments in cattle breeding and crop seeds.’