129Variations and Enterprise Excellence
often erroneous or misleading because customer needs are often complex, subtle, and fast changing,
thus rendering the gathered information to be invalid, incorrect, incomplete, or ambiguous. Since
customers often rm up their needs while using new products or services, tapping into the innova-
tiveness and imagination of customers can generate tremendous value. Technologies, by deploying
user-friendly toolkits, enable management via the value co-creation systems and processes to lever
possibly the largest and most effective source of experimentation capacity: the customer. Co-creation
of products or services could not only result in faster development of offerings better suited to their
needs, but unfettere ...