In reply to Thomas.

Thanks Thomas. The spirit of co-creation is to involve your own customers in your innovation process. At Cisco for example, we are co-creating with our customers in the business to business (B2B) world. However, in some very specific cases we also include 'customers of our customers' allowing us to make innovation very inclusive. The essence boils down to innovating shoulder to shoulder with your customer, jointly seizing opportunities, co-developing solutions whilst sharing both risk and reward of your innovation.