I was walking round the supermarket the other day and reminiscing on the NPD I have launched in the last 30 years that still on the UK shelves. Thankfully, much of it is!
I came across Duck Fresh Discs (see photo) , still one of the favourite launches since I first led innovation back in 1996. This product continues to look fabulous and is still going strong to this day (yes, you can get that excited by Toilet Cleaners!).
But this innovation was delivered the good old-fashioned way.
So much has changed and today we have an amazing innovation toolkit versus what was available in 1996.
Just look at a few of the shifts that we have embraced in recent times.
FOCUS ON USER EXPERIENCE – beyond just bring news to the product alone.
USE OF OPEN INNOVATION – co-creating using diversity and partnerships.
DEMOCRATIZATION OF INNOVATION – new access to funding and tools.
HARNESSING DATA – to derive insights, predictions, and personalization.
ACCELERATED PACE – rapid prototyping and adoption of agile processes.
ADOPTION OF TECHNOLOGY – including AI, machine learning and IoT.
A SUSTAINABILITY LENS – improving the impact of brands on the planet.
However, despite all these shifts, and more, during the last 30 years, there are some fundamental questions that have not changed. The same questions that we asked when we were launching Duck Fresh Discs:
- IS THERE A CONSUMER DEMAND? are we solving a real problem and solving it better?
- CAN WE DELIVER IT? do we have the capability to bring to market what the consumer wants?
- IS THERE A VIABLE BUSINESS CASE? Do we have line-of-sight to a sustainable revenue stream?
All the above should be viewed with a STRATEGIC LENS of:
- Is innovation a priority for the organization?
- Do we have a clear, aligned to innovation strategy?
IS THE TIME RIGHT TO QUESTION YOUR APPROACH TO INNOVATION?
I have learned so much on how to deliver successful innovation since 1996.
I would love to share it with you to help you. Please contact Jeremy or Anthony
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