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In the E-phase it is time for the imagineer to see to it that the stakeholders can interact with one another and co-create. Platforms facilitate and enable this interaction, determine the general rules, and make data available.

Platforms are penetrating our society at a breath-taking rate and in so doing are changing traditional ways of thinking. Guts, creativity, continuous learning and experimentation are becoming standard if you want to be able to stay afloat in the uninterrupted stream of changes. Platforms have taken over the role of marketplaces. They enable the production and sharing of information or knowledge between the stakeholders present in the system.

Although platforms are known primarily for their online manifestations as a result of technological developments, it is also possible to create an offline platform. It can even be of significant added value when it comes to intensifying the experience. Nevertheless there will virtually always be online interaction and sharing as well. 

The definition we use for an engagement platform is: an interactive environment for interlinked stakeholders, where co-creation is enabled with value creation as the objective (van Dam, 2019).

How do we build a platform that invites participation and creates value for all users? It must be designed so that it inspires desirable and relevant participation. Comprehensive guidelines are useless because platforms cannot be managed by simply using a number of tools or assigning the right people to it. These are complex systems where shared values and convictions are at the core. Designing a platform is therefore a continuous process of discovery and experimentation. Of course there are a couple of tips, like the building blocks of a platform (the what, the why and the how), so start building!

Ever heard about Society 3.0? Well you’re right in the middle of it! As an imagineer you should really get acquainted with it, so here is a clip of what an experience platform is and how it is related to co-creation. (if you can’t see the slides: they are also in the section ‘lectures’).


Curious how you create a co-creative platform? Look here….

And here are some building blocks how to realize such a platform


Liever in het Nederlands? Kijk hier…..

After you have come up with a strong concept and imaginative products it’s time to think of the way you are going to share them with the consumer. That’s mainly the target of the exchange phase in which you compose an experience platform. Here is a lecture that explains how to do that. With lots of interesting examples.


Ever heard about Society 3.0? Well you’re right in the middle of it! As an imagineer you should really get acquainted with it, so here is a imaginative insight of what an experience platform is and how it is related to co-creation.

There is also a dutch version:


A lecture with a lot of examples on platforms:

In challenging times new rules apply. Companies and organizations are searching for tools that can help them win battles. Daily challenges have to be faced. Future growth paths have to be found. Is co-creation the answer? It might be if you are open for it. But only when done properly co-creation will truly deliver. Co-creation is more than a tool; it is a Program of Change.


What if we truly believed that we are all creative, breakthroughs come from unreasonable requests ánd the real source of results is relationships. Wouldn’t that support the emergence of co-creation as a new approach to innovation and customer involvement? But we’ve noticed that co-creation as a term is used fairly indiscriminately and that, if anything, there’s a strong whiff of scepticism in the air.


In this book, C. K. Prahalad and Venkat Ramaswamy explore why, despite unbounded opportunities for innovation, organisations still can't satisfy customers and sustain profitable growth. The explanation for this apparent paradox lies in recognizing the structural changes brought about by the convergence of industries and technologies; and, as a consequence, the evolving role of the consumer from passive recipient to active co-creator of value.


Ronald van den Hoff shares some intriguing thoughts on the backgrounds and principles of Society 3.0.


A Disruptive Business Model for Society 3.0 is the undertitle of the book ‘The Serendipity Machine’ by Sebastian Olma. Nice detail is that the article has a a foreword by B. Joseph Pine II, the ‘co-founder’  of the Experience Economy.


The following articles/books can be downloaded (some are in Dutch):



Here is a very nice article on co-creation in dutch, which shows the different levels of co creation: Vulink, H. & Leeuwen-Fontein, M. van (2008). Van consumer naar prosumer. Co-creatie maakt klant tot ambassadeur. Time to Market. Relatiemagazine VODW Marketing, pp. 4-9


There are all kinds of platforms that can play a role in co-creation. Here are some good books on this subject:

  • Bhalla G., (2011). Collaboration and co-creation: New platforms for marketing and innovation

    Boudreau, K.J. & Hagiu, A. (2008). Platform rules: Multi-sided platformen as regulators. Social Science Research Network, SSRN 1269966.

  • Choudary, S. P., Parker, G. G., & Alstyne, M. W. van. (2015). Platform revolution; how networked markets are transforming the economy and how to make them work for you. New York, Verenigde Staten: W.W. Norton & company.

  • Evans, D. S., & Schmalensee, R. (2016). Matchmakers; the new economics of multisided platformen. Boston, Verenigde Staten: Harvard Business review press.

  • Simon, P. (2013). The age of the platform; How Amazon, Apple, Facebook and Google have redefined business (2e ed.). Nevada, Verenigde Staten: Motion Publishing.


Here is a website with a lot of tools and canvasses to fill in for every phase of the ABC model:


A great website on the topic of platforming, with a very concrete toolkit on how to build a platform:


A Dutch company that publishes great articles on the topic of co-creation:

Experience Platform. You hear this term more often these days. Since it has to do with interaction and co-creation, it has become an important part of the ABC-process. As a kind of warm-up in this document you’ll find some general thoughts on the subject (language: partly Dutch – partly English)


Check out this great toolkit on building a platform:

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