Co-Creating Value With Customers Leads to Products People Actually Love

Too many businesses treat feedback as a box to check, not a source of real innovation. But when a clothing brand’s design team turned to their most avid Instagram followers for product input, it all changed. They set up monthly design votes on stories, letting fans choose everything from colors to slogans. One customer’s suggestion—add secret pockets—became a runaway hit, quickly selling out twice.

The brand didn’t just collect ideas. They invited these same customers into photo shoots and blog features, creating ambassadors who genuinely shape and spread the brand’s story. Instead of seeing customers as distant shoppers, the business made them into creative partners. This approach is not just feel-good; research in co-creation shows that when customers contribute, their satisfaction and loyalty spike. Products become better aligned to real needs, leading to less waste and more buzz.

Giving up a bit of control isn’t easy, and some ideas may not fit your vision. But co-creating value with customers isn’t about ceding all decisions—it’s about opening a creative dialogue that can lead to products, services, and solutions people actually want to talk about. Behavioral science tells us that people feel ownership over what they help invent.

Begin by setting up ways for your customers to tell you directly what they think, be it through surveys, social media channels, or even face-to-face conversations. Take their suggestions seriously by involving your most dedicated users in early-stage development or creative brainstorming—think of them as your team, not just your focus group. When their ideas shape something meaningful, shine a light on their contributions publicly. This not only makes your offering stronger, but also builds a tribe around your work. Try this with your next product or event and see how ownership sparks new energy.