C.K. Prahalad

It was sad to read that C.K. Prahalad passed away a little over a week ago.

C. K. Prahalad, Proponent of Poor as Consumers, Dies at 68 – Obituary (Obit) – NYTimes.com

Many will remember C.K. Prahalad for his writings on people at the bottom of the pyramid.

What drew me to his work was the developments around the theory of “co-creation.”  He coined the term, which has been gaining influence in the marketing world.  And he made it a central part of his work over the years.  It may yet turn out to be his most lasting contribution to marketing.

His thinking on co-creation has certainly informed our approach and how we developed Narrative Branding.  And I know it has influenced many others, both individuals and organizations.

We have all lost a very talented and inventive thinker.

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