Using co-innovation to increase the adoption and use of new ideas

Combining many small ideas can make a great innovation
Combining many small ideas can make a great innovation

You are invited to register now to learn more about the co-innovation approach and how you can use it in your work to enable greater adoption and use of new ideas.

So often I’ve seen generously funded projects develop great widgets (a new process, product or service), only for them to figuratively sit on the shelf and gather dust. Marketers refer to this as the belief that if you build a better mousetrap, then the world will beat a path to your door. If only it were that simple!

My interest in this area led me to undertake a PhD investigating the factors that affect the adoption of new technologies. While you are welcome to read the results of that enthralling research, there is a previously unwritten part of that story. After investigating those rather linear adoption models, I came to realise that they don’t always represent real-world systems. That’s why I’ve been exploring some contemporary approaches to change, such as social marketing and co-innovation.

Co-innovation projects involve the potential end-users as part of the research process from the beginning of the project. These end-users play an important role in not only ground-truthing new ideas but also contributing new ideas themselves. Hence the ‘co’ in co-innovation. Other key stakeholders in the system (or ‘actors’ as they are referred to in the innovation systems literature) are also identified and included from an early stage. While it takes longer to engage with this wider audience, it provides much greater ownership of the resultant innovations, so they are far more likely to be adopted and used. And that is music to my ears!

Since 2012, Dr James Turner from AgResearch in New Zealand, has been leading the Primary Innovation research project to develop and test a co-innovation approach to increase impact in the primary sector. As an economist, James is seeking novel ways to convert ideas from scientific research into innovations that will improve New Zealand’s economy. This early press release tells you more about the project. I’ve enjoyed being part of this project and am excited to see the progress being made.

Join us on Wednesday 25 May 2016 at 12:30 pm (Qld time) for an engaging webinar where, in just 45 minutes, you will learn about:
• what co-innovation means,
• how to incorporate co-innovation concepts to tackle complex problems,
• some agricultural case-studies, and
• an analysis of the economic benefits.

Places are limited, so register now to secure your spot. Join the live session and ask the presenter your own questions. If you can’t make it on the day, still register and I’ll send you a link to the webinar recording afterwards. While this presentation focuses on an agricultural context, you’ll be able to apply the principles to just about any sector to enable greater change. 

Feel free to invite your friends and colleagues – but make sure you secure your place first!

Local start times
10:30 am  WA
12:00 pm  NT, SA
12:30 pm  QLD, NSW, VIC, TAS
2:30 pm    NZ
8:30 pm    Alberta

Save the time confusion by clicking the link at the end of your personalised invitation to ‘Add to your Outlook calendar’!

Please test your computer system a few days beforehand, to reduce stress on the day. Just go to this Citrix webpage ( If all goes well, you will see a pop-up box that says ‘GoToMeeting – Connection test only’. You can test your audio by clicking on the link towards the bottom of that box.

I’ll look forward to seeing you then!

Kind regards


PS. Join 10 minutes early if this is your first webinar, and I’ll show you how easy it is. Plus you’ll get to see some extra content.

PPS. Have you indicated which workshop topics most interest you? Complete this short survey now and hopefully we’ll be delivering them near you soon!