The IKEA Effect and Co-Creating your Culture Code
In 2011, Michael Norton and his colleagues did some interesting experiments. They got people to build or partially build a piece of IKEA furniture then tested how much they would pay for that item compared to what they would pay for a pre-assembled item. It turned out that people would pay 63% more for something they built or helped build themselves.
This is one of the reasons we are so passionate about co-creation when it comes to building your Culture Code. If everyone in your company has the opportunity to contribute to its creation, not only do you tap into their collective wisdom, but you also get the IKEA effect of your employees taking ownership of it and defending it.
After all, you want a Culture Code that people will “live by”, not just pay lip-service to.