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Once, I worked for a large distributor. During my tenure, the owner designed - with a top-notch architect - a brand new facility to be built.
One day, the blueprint for the new property was sitting on the owner’s desk. And the head landscaper came inside to pick up his check. He happened to glance down at the plan, and in under 2 seconds he realized – and said “you realize a lawn mower will have to cross over 6 concrete pathways once that’s built?”
Minor updates – with big implications– were made. Hadn’t occurred to anyone to get input from the landscaper. Whose expertise spotted the big miss in just a second.
Key insights come from unexpected places. And often, we overvalue the perspectives of those with the vision and the resources to create. And we undervalue the perspectives of those closer to the ground - who can actually see what will and won’t work in reality.
We talk a lot about collaboration today. Which is largely about decision rights or handoffs or consensus-management that really just slows us down.
What we don’t talk enough about is co-creation. In its truest sense.
True co-creation isn’t about asking for help. It’s not the disingenuous ask for feedback after the decision’s been made.
It’s about designing together from the start. Recognizing that contribution comes in different forms, from different places, and pulling them all in—not as an afterthought, but as the foundation.
There’s value to be found at all altitudes - in all nooks and crannies.
The big vision may come from the top - from senior leaders with the context and resources to imagine big. To initiate the build of a new product; to choose to target a new market; to launch a redesign of customer engagement.
But often it’s mid-level leaders who can best see talent strengths and gaps. And often it’s the frontline teams who can best represent customer experiences and frustrations. Who know which tools and technologies speak to each other and where data gaps will slow things down.
Insight lives everywhere. And leadership today is having the humility to tap into it, truly co-creating process and product.
What does it look like in practice?
- It’s asking honest, open “how might we…” questions.
- It’s inviting non-obvious voices into the conversation.
- It’s considering ideas that seem small, unsexy - and seeing the possibility of impact.
- It’s celebrating all of the contributions to the big idea.
Co-creating isn’t fixing what’s broken after the fact—it’s building something stronger from the start because it’s been shaped by more than one viewpoint.
You can’t build something meaningful if you only see it from one side. You can’t lead if you’re the only one steering the direction.
So, let’s get those co-creation muscles activated…
Related: How Leaders Can Revitalize and Reactivate the Workplace