customer-centric era, companies must recognize that true success lies in co-creating products that align with the needs and desires of their customers. By partnering with external entities and embracing a collaborative approach, companies can tap into a wealth of knowledge, gather valuable customer feedback, foster innovation, and continuously improve their offerings. Co-creation goes beyond the mere completion of tasks; it is a strategic endeavor that cultivates long-lasting partnerships, resulting in products that exceed customer expectations and drive business growth.