The Fast Company Impact Council is a private membership community of influential leaders, experts, executives, and entrepreneurs who share their insights with our audience. Members pay annual membership dues for access to peer learning and thought leadership opportunities, events and more.The emergence of generative AI and digital transformation has redefined customer-company relationships, empowering consumers like never before. As argued in a previous article I wrote, todays customer is no longer a mere segment or target consumer, but a brand seeking vendors to help create their unique identity. Companies must now redefine their value propositions to meet these evolving expectations.In recent years, weve seen digital platforms like NikeID and physical innovations like Coca-Cola Freestyle allow consumers to customize products within company-defined parameters. This trend towards bespoke experiences is expanding, with companies offering customers greater control in exchange for premium pricing and individualized experiences.Droz: A case study in radical co-creationDuring a recent visit to Switzerland, I witnessed a remarkable example of customer-company co-creation at Jaquet Droz, a luxury watchmaker established in 1738. Now part of the Swatch Group, this Maison has embarked on a radical journey embracing customer collaboration.Led by CEO Alain Delamuraz, Jaquet Droz launched the JD 8.0: A Disruptive Legacy strategy, focusing on creating unique pieces in partnership with customers. The company took the bold step of dismantling its retailer network to work directly with clients.Jaquet Droz built specialized collaboration studios where customers can discuss their desired pieces with artisans. These state-of-the-art facilities allow for real-time interaction and step-by-step follow-up throughout the production process, even down to selecting specific colors for the timepiece. This collaboration may last as long as a year to ensure that the customers exact vision is captured to the level of a shade of a color. While the customer is not an expert on watchmakingthis is what Jaquet Droz brings to the tablehe is the ultimate expert on his preferences and wishes. For such a storied brand to be willing to collaborate so deeply with its customers and enable their dreams requires a great deal of humility and a clarity of the customers role in their existence.High-profile collaborationsWhen Bon Jovi wanted to commemorate the bands 40th anniversary, it was the unique co-creation collaboration with Jaquet Droz team that resulted in Tourbillon Skelet Red GoldBon Jovi. When a Canadian customer and a Rolling Stones fan wanted to ensure that his love for the music is alive every day, The Rolling Stones AutomatonExile on Main Street was created especially for them. For a brand that started its journey in music by crafting special chirping bird clocks for European elite, crafting music-related timepieces was a natural continuation of its legacy. But their co-creation does not stop with music. From nature-related timepieces to top of the line Tourbillon complications, the company is fully dedicated to fulfilling its customers dreams.The courage to innovateJaquet Drozs decision to cease working with retailers and boutiques in favor of direct customer engagement was both courageous and risky. This move provided the freedom to focus entirely on individual client needs, setting a new standard in the luxury watch industry.While some may argue that this level of collaboration is a privilege reserved for the wealthy, the example set by Jaquet Droz is likely to inspire other companies to find ways to democratize the customer co-creation model.How can you start a co-creation process with your customers? Here are few steps to consider:Mindset first: Adapt to the fact that your customers are brand owners with district opinions, not just consumers of your end products.Curious listening: Redesign your discovery process to ask different questions and seek design guidance.Transform to a tool kit: Consider your expertise and skills as part of a toolbox available to craft solutions with your customers not for them.Design collaborative space: Like Jaquet Droz, create dedicated spaces that will foster collaboration and reciprocal dialogue.Joint journey management: Include your customer input throughout the creation journey. Adapt as needed based on feedback.One-of-a-kind creations: Focus on creating solutions that will reflect not just the customer needs, but their brand as well.Share credit: Ensure that your customers contribution to the creation is respected and expressed in the final product.Ongoing support: The sales are never over as you keep on updating the solution as technology evolves and the customers expectations shift.Charge accordingly: Co-creation does not mean you need to lose money. It should lead to a perfect solution at a premium price over the one-size-fits-all sold today.One-of-a-kind story: While your deep knowledge of the processes and production are evident, respect that your customers will know best what they desire and what story they want to craft for themselves. Those stories reflect their identity and therefore will always be one of a kind.Customer co-creation is here to stay. As more manufacturers explore bespoke offerings, Jaquet Drozs commitment to collaborationevidenced by their new studios and direct-to-consumer approachestablishes a path forward for the industry.The bold steps taken by this watchmaker demonstrate that sometimes, to move forward, companies must take risks and reimagine their entire business model. As this trend continues, we can expect to see more innovative approaches to customer collaboration across various industries, potentially making co-creation accessible to a broader audience.Lior Arussy is a global transformation expert and the author of Dare to Author!