The 7 Principles of Complete Co-Creation presents a comprehensive view on co-creation. Illustrated by various international case studies, it explains cocreation not as a method, tool or project, but as a new paradigm in which end-users play an ongoing, active role with and for organizations that are relevant to them. It reads like a practical handbook on how to utilise complete co-creation in order to create sustainable value with end-users and other relevant parties. Since cocreation is a relatively new discipline, not much has been written on the topic. The authors have bundled together their years of practical experience to fill this gap. Unlike any existing publication, this book provides the reader with a clear cocreation framework, giving practical answers to questions such as: 'what is co-creation and how does it work?', 'whom to involve in a co-creation process?', 'how to convince others of the benefits of cocreation and overcome barriers?'.