Co-creation... ... is a waste of time ... is a talking shop ... is far too big an exercise Co-creation is a hot topic in organizations. The term is thrown around in innumerable meetings and we all have our own ideas of the practice. By now, however, we struggle to define what it truly means and which purpose it can serve. In concise and powerful chapters, Co-creation... disproves thirteen popular myths and comes to a new understanding of the concept. Step by step, this book proves that co-creation is crucially relevant in establishing a long lasting and positive connection between managers and their employees.