The Co-Creative Economy

Posted on June 30th 2013

The Co-Creative Economy


Creative Economy

I remember a time when creativity equated to someone artfully using a paint brush or writing a quippy headline for an ad on their computer. The rest of us? Discounted as “the rest of us.” Thankfully, or at least in my mind, this has all changed. We’ve learned to co-exist by sharing with people we don’t know in order to create something even better. The last I checked, this is “creativity” defined, and co-creation as a form of creativity has only just begun. It’s going to move more quickly with networks that connect others with shared interests that lead to opportunities that can and will revolutionize what used to be a skill-set for an individual to express. With this, the power of many has the potential to innovate so much faster and more interesting than the power of one.

Here’s how we will build ourselves and the brands we support in this new co-creative economy:

1. Co-leadership Redefined. In traditional thinking, a leader is established and the community builds toward that leadership. In the new co-created economy, we need to un-learn leadership as one and establish leadership as many [Tweetable]. Quite frankly, it’s the biggest shift I see coming in the future.

2. Mind the End. Have you ever written a blog, developed a paper, designed a home page or authored something of substance only to wonder when it was truly finished? Imagine building an output of something as a community only to realize there is no perfect finish line. Define what success is upfront, then the rest can take on a life of its own.

3. Level the Playing Field. Not everyone has a social Klout score higher than 60, or 6-digit followers on twitter. This means nothing to a community of people who share a common interest. Co-creation by people who share a common interest, an open mind and lots of passion will always produce something extraordinary.

4. Build THE Question Together. Everything starts with a question. The challenge is not in how many answers there may be out there, it’s how we define the right question to ask and evoke the best possible answer. Define the question as a team; develop it, turn it inside out, and build on top of it until it starts getting the answers that make a difference.

5. Create a Credit Platform. In a virtual world where creativity and community are one ecosystem, efforts and excitement will go unnoticed and passion will decrease if there isn’t a mechanism for assigning credit. We all want to know that what we’re doing is making a difference. Don’t forget to build that in, it creates a sharing, safe community of trust inspired to continually seek out co-creations with each other.

KEY TAKEAWAY: Everyone is creative, period. The key is to find others with shared interests and leverage your social community of peers to bring these ideas to life. You just never know what you can create together, then build upon again and again – and the ultimate difference it might just make to our future creators.

*Image Courtesy of

Bryan Kramer

Bryan Kramer

CEO, PureMatter

Bryan is a Social Business Strategist and CEO of PureMatter where he’s led his agency to consistent growth over the last 10 years earning a spot as one of Silicon Valley’s fastest growing private companies by the Silicon Valley Business Journal.

Bryan was recently listed globally as the 43rd most talked about marketer by senior marketers in a report study via LeadTail. Bryan was also  listed as #26 by Kred as a Global Top CEO Influencer on Social Media (full list) and as one of The Top 50 Social CEOs on Twitter in the world by the Huffington Post. (full list).

Being a veracious consumer of knowledge, understanding social media and how it works both as a communication channel and shaper of popular culture has his full attention. Bryan has quickly become one of the country’s leading authorities on social strategy, earning a combined reach in his media outlets of over 100k+. In true social style, he loves to talk about it anywhere he can. 


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