When we think about the typical agency process we usually see a linear path to our destination.  We begin by gathering insights from the consumer, then the design team develops initial concepts with these insights in mind, then we ask for consumer input, then we design, then we ask for consumer input, then we design…you get the picture (actually, you’ve probably done it a million times).  So often this process consists of individual steps; one step founded on the previous.  What if we stopped designing in a linear fashion?  The very basis of CoCreation is founded on the idea of design development and consumer insight happening together, in the very same moment.  Instead of individual steps, CoCreation is a forum where consumers and designers sit together, work together, and create together.  Imagine the impact of a brand that has been designed with AND for consumers.  As we walk down this road (actually, we might be running full speed down this road) of the CoCreation process it is by no means an easy path.  We are asking a lot of our designers, our researchers and our consumers.  But isn’t it the right thing to do?   Shouldn’t we see consumers as our partner and CoCreator?  In the end, aren’t they the only people we need to delight?