My Customer, My Co-Innovator

My Customer, My Co-Innovator: Michael Schrage, ever the innovative thinker, in this article says: "The business goal, however, is not to make a profit by selling internal techniques; it’s to alter the innovation ecosystem, making it easier, safer, and more advantageous for suppliers and customers to take a chance on one another’s work — and to learn far more about each other, and themselves, in the bargain."

Michael provides some interesting stories to illustrate his point and describe why some companies are afraid to enlist their customers as co-innovators.