I like watching how my kids with a few toys in their hands, and their imagination at play, can create elaborate battles with sophisticated plots. Sometimes I get invited into their imaginative arena to join their forces to fight the enemies. Today we are all invited to fight an enemy we can’t see, but we have given it a name: COVID-19 (or more accurately SARS-CoV-2).

Dr Javier Marcos explains the importance of supplier and customer organisations working together towards the same goal and introduces those practises which are associated with value co-creation: co-exploration, co-ideation, co-design, co-testing, co-launching and embedding.