Let Customers Co-Create: Why Platforms Beat Pipelines Every Time

On a rainy Tuesday, a tech startup released a flexible mapping app and, instead of locking down every feature, left its code open for others to develop new uses. Within months, local businesses had layered their locations onto the map, hikers had added hidden trail paths, and city planners proposed improvements—all without requiring the original team’s time. The best part? The startup’s user base skyrocketed, and they were lauded as industry innovators.

This approach reflects Google’s core logic: platforms, not closed pipelines, deliver lasting value. When users gain the tools to remix, contribute, or build on a product, creative uses emerge that the original designers never imagined—often tapping new markets or solving niche needs. Scientific studies on networked innovation show that open platforms generate more ideas, boost loyalty, and can adapt rapidly to changing demands.

Critically, not every contribution is gold. The key is creating clear paths for meaningful involvement: offering documentation, promoting success stories, and incorporating recurring community input to improve the core. As communities take root, the product shifts from 'ours' to 'everyone’s'—and that’s when engagement and relevance explode.

Block out some time to review your main product or process—whether that's class materials, an app, or a club activity—and identify where outsiders could add value, variety, or creativity. Draw up a simple guide for participating—maybe a template, a how-to, or a clear set of instructions—and put it where others can find it. Make sharing and celebrating user-made contributions a regular habit through newsletters, meetings, or your website. Set an expectation for regular upgrades inspired by user feedback and demonstrated improvements. Before long, you'll see people not just using your work, but making it their own—and carrying your platform further than you could have alone.