PSFK friends Johnnie Moore and James Cherkoff have a video of a presentation they gave about Co-Creation before an audience invited by NESTA UK. In the oddly edited clip, James and Johnnie try to explain how to build coalitions of the willing.

They look at the concept of looking at your market as a bazaar. Johnnie points out that there’s human energy that’s involved in creating a network that taps into something very fundamental. James concludes by saying that companies should be trying to make their customers look good but they often spend too much time trying to look good themselves.

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