You are listening to the 10 Minute Entrepreneur podcast with host Sean Castrina.

Today's going to be a great podcast. I have Chris Dever with me here today. He's the author

of Brave Together. He's the co-founder of Brave Core. He helps leaders become more creative.

We're going to talk about co-creation. He's worked with Amazon Google Microsoft Coca-Cola.

Chris, it's great to have you on the podcast. Great to be here. Thanks, Sean.

Okay. He worked with some pretty incredible companies. Help us understand,

because creative is, there are certain buzzwords every couple of years.

Entrepreneur was a great buzzword about a decade ago.

Creative is next to inclusion by Golly. Creative is right out there.

Kind of give us what you're talking about. What does it mean when you're helping leaders be more

creative and you start about co-creating things with other people. Help us understand that

and the need for it. Absolutely. The real need is building cultures people love.

Both that we love as leaders and entrepreneurs and as employees and that customers love.

The best way to do that is through the power of harnessing creativity, but really in the context

of co-creation. We've looked at teams in the world's best organizations and what they do best

is not just innovation. So places like Apple, Nike, Pixar, some of the names you mentioned,

we've seen that they have a way of, first of all, focusing on the culture. If you ask Steve Jobs,

what's the best product you've ever made? He actually answered this question. Most people would say,

well, he'd probably say the iPhone or the iPad. He actually said the culture.

For anybody, especially entrepreneurs as they're starting out, as they're building or scaling,

being very intentional about the culture. We've seen especially post-pandemic, there's a sudden

awareness of, wait, there's this culture thing and a lot of companies are waking up to this,

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