I would say that the attitude and mindset of the people in the company are the biggest challenges. To embrace co-creativity requires that one believes that all people are creative. If those in the company do not believe this, then co-creation will not happen.

The existing power structures in most companies today are built on hierarchy and control. Co-creative thinking threatens the existing power structures. It is very difficult for those who have been successful while being in control to give it up now. The new generation will have an easier time.

(Copenhagen Co’creation asked Liz Sanders to comment on three co-creation challenges. Read the interview with Liz Sanders ‘The right tools for the job’)