"A gut punch to the swollen belly of brand theory."

—Mark Parker, President of NIKE

Branding is done--in today's business and marketing world, it's all about bottom-up co-creation to ensure real marketing effectiveness and product success.

Marketing expert John Winsor makes a powerful case here that most consumers have developed a "brand immune system" that only magnifies the problems involved with branding today. Instead of focusing on traditional branding efforts, he explains, companies must learn to use "co-creation" tools to work from the bottom up to create new products, services, and marketing strategies in collaboration with their customers. Today, it's all about getting out in the streets and spending time with the right customers in their worlds, creating the essential foundations for breakthrough innovation.

Flipped takes readers deep into this new kind of customer-company relationship, providing useful case studies as well as practical step-by-step methods to engage these key voices in dialogues that fuel real innovation. You will learn how to develop a bottom-up co-creation strategy, identify and discover new ways to listen to the key potential collaborators in your marketplace, hone intuition and find inspiration that drive innovation, and find your company's true center of gravity.