In a short post on the Huffington Post blog, author Soren Petersen describes how co-design – when firms and non-design users jointly design business and product offerings – is seen as a potential new avenue for breakthrough innovation in design.

“Inviting expert users and normal users to contribute their ideas has been used in design for decades; however, inviting users and other stakeholders to participate in the design synthesis process continues to be meet with some resistance from designers. Studies show that designers fundamentally believe that design and decision-making by committee caters to the lowest common denominator. In the process, concepts are watered down to a bland solution and make no one really happy.”