IT’S NO LONGER ABOUT COMPETITION OR COOPERATION. THIS IS THE NEW FORCE THAT IS DRIVING BUSINESS SUCCESS.

THE 1ST PARADIGM

The 1st Paradigm is the era of competition. This paradigm was formulated within the framework of the laws of production by early pioneers of business thinking. Formal theories of management began to be developed in the late 1800s by experts like Frederick Taylor, Frank and Lillian Gilbreth, Max Weber, and others who focused on issues like workflow, economic efficiency, and labor productivity. This was the era of “scientific management,” which was the beginning of business theory. Scientific management’s focus on production led directly to the 1st Paradigm’s emphasis on competition.

THE 2ND PARADIGM

The 2nd Paradigm is the era of cooperation. This paradigm evolved over time as people learned that a strictly production-oriented approach did not take into account the interaction of the people involved in the process. This era was about two or more people working together toward shared goals. The focus on acting together for a common purpose started to evolve in the 1960s.

THE 3RD PARADIGM

The 3rd Paradigm is the era of co-creation. This concept begins where cooperation leaves off. The difference between cooperation and co-creation is the difference between working together and creating together. You may collaborate on a project, but you co-create products and services. Co-creation is a significant step beyond cooperation. It is about bringing different parties together to actually produce, improve, or customize a product or service, based on a mutually desired outcome. We define co-creation as creating value through a joint effort, typically involving both internal and external stakeholders.