The article presents and discusses a framework of four processes and competencies for designing and implementing co-creation programs. First, companies need to listen to their customers. Second, they need to meaningfully engage their customers. Third, they need to respond externally and create vehicles for co-creating value with customers. Finally, companies need to respond internally, by investing in co-creation structures and processes. These four elements working in concert create the capability of customer collaboration and co-creation in companies.

The Phoenix Suns may not have the most impressive record on the basketball court, but they are outpacing their competition in building relationships with their fans. The Suns, a National Basketball Association (NBA) team based in Phoenix, Arizona, do not have an NBA title yet, though they have had their spotlight moments. The team did exceptionally well in the 2004-05 season. During that period, which came to be known as the third greatest turnaround in League history, the team had the best scoring record: 62-20. In the same season, one of their key players, Steve Nash, won the Most Valuable Player award. The team also boasts of a number of Hall-of-Famers, most notably Charles Barkley.

There is a reason why NBA teams, including the Suns, are obsessed with winning titles and awards. Professional sports teams need large and loyal fan following to survive and there is no greater insurance to retaining fan loyalty and commitment than winning. But while "winning is everything" may be a time-tested Hollywood formula, professional sports teams like the Suns work hard both on and off the court. Their on-court performance is what fills basketball arenas on game day. Off the court, they work just as hard to earn the attention and praise of their fans by supporting social causes and participating in community activities, such as teen development, education, and personal health. While the Suns have yet to win a championship, just listen to their fans talk, and feel their passion and enthusiasm, and you will think the team has been undefeated for the past several years. The Suns have one of the strongest fan following in the League. Their home games are perennially sold out. Based on our conversations with trailblazers like Amy Martin, the Suns' former Digital Marketing Director, no tickets are available through normal box office channels for the next several years.

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