The opportunity to co-create is a gift you give your customer as a way to summon their imagination.

Access to inside your customer’s imagination comes with learning and discovering together, out loud.

Innovation dances to the sweet sound of a banjo. Banjo behavior makes people want to jump up and join in.

If the pursuit of customer imagination were a religion, passion would be its hymnal.

Your being in the middle of your imagination turned on is not like a boardroom; it’s like a candy shop.

Co-creation partnerships are free-idea zones because they are neighborhoods of acceptance and goodness.

Deep inside every customer is a treasure trove of half-baked ideas, creative capacity, and ingenuity-in-the-raw.

Curiosity is the secret map to accessing and mining your customer’s imagination.

Be absorbed in what your customer is saying; be inspired by what your customer is meaning.