Every once in a while a new concept comes along and because it’s so new it’s difficult to grasp at first. Where we may not have initially understood such odd-sounding concepts as Google and the iPhone, those revolutionary concepts are now very much part of the mainstream and used by billions around the globe.

In our “Chaos Economy” where your brand identity is beyond your control, every organizational function must evolve. You must reconsider your strategic relationships across every function of your business…from your perceptions of the role of marketing, to how sales teams (or more precisely digital media marketing tools) go to market to positioning and creating sales without branding at first. (Branding will be referred to later on) Strategy visualization and strategic relationships are fundamental to your co-creation success. The world of marketing has changed quite dramatically. Co-creation and partnerships have become a MUST.

Consumers are no longer interested in brands in this revolutionary health conscious but also anti-aging movement.  They are interested in quality, longevity, as an overall health consciousness penetrated the market by Baby Boomers, Generation Xers and even Millennials pouring over 500 Billion dollars into the Anti-Aging Industry. Too many companies, too many names and too many choices, all of them are being fantastic but lacking education and the consumer does not understand the benefits you are offering. This is a new movement, a new discovery, and a new, and recession resistant field that interests everyone. How do you position yourself?

Co-creation is about creating market gravity that pulls customers towards your company. Co-creation fosters influence that leads others to engage in actions and attitudes that lift your business and its offerings. It changes your position from keeping up with market changes to leading innovation. Co-creation means there is strength when certain logistically correct information is grouped together, which also happens to be the tendency of the future in a digital world. Sooner or later you must embrace the fact that consumer convenience always comes first.

Co-creation requires you to look at the world differently, through a lens of shared interests rather than your interests alone. This is not a natural perspective for executives used to fierce competition. Only when you step back will you be able to understand how to literally join forces with others to build something better, stronger, and more resilient. Fresh thinking, unique perspectives, and practical, pragmatic insights are required in order to think, lead and evolve differently within your own team and with the growth of your company. After all, shouldn’t contextual vision and exceptional intelligence be the primary developmental opportunity of your leadership in the next decade?