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Antidote to Innovation Failure
Brandfest Sue Mulhall Senior Consultant
21st May 2015
1@ Kitchen8 Confidential
5@ Kitchen 8 Confidential
What is true innovation vs. simply ‘new’?
nothing new
under
the sun5@ Kitchen8 Confidential
6@ Kitchen8 Confidential
CREATIVITY IS THE POWER TO CONNECT THE SEEMINGLY UNCONNECTED —William Plomer
True Innovation
CxQ - Connectional Intelligence – connection of disparate parts or ideas into a coherent whole
. Serving an unmet need
. Product, service or reframing a category or behaviour
. Not need to be first, but does need to be disruptive
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“The competitors have just launched a new fragrance variant, freshmint. Let’s quickly respond with mintfresh.”
A vicious cycle of parity and price.
Dominant: Reacting to a problem
. Identifying a unique opportunity, anticipating market and consumer trends.
. Grow and lead the market through creating new demand.
Antidote: Proactively pursuing an opportunity
Antidote 1
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Antidote 1: Proactively pursing an opportunity
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Credit: www.lego.com Credit: V/Line Credit: Quicksilver
TRAIN TRAVEL SURFING TOYS
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“The new product upgrade failed consumer testing. What have we got that we can launch quickly?”
Starting from what is available/feasible.
Dominant: Inside–Out innovation
. Starting from what is truly needed or desired.
. Also looking to the outside new behaviours, trends, other categories for inspiration.
Antidote: Outside–In innovation
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Antidote 2
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Antidote 2: Outside–In innovation
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Credit: AP Photo/Christian LouboutinCredit: Quick Pod Credit: Chotukool
COSMETICS WHITE GOODS PHOTOGRAPHY
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“80% of consumers said they would prefer to buy based on price and would not trade up for a personalised service or feature…”
People are notoriously bad at predicting whether they would actually want, like or use something they have never experienced.
Dominant: Fact vs. implicit insight driven
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. “Ideas speak to the inaudible whispers of the soul.”
. An idea is an abstraction.
Antidote: Acknowledge 95% of decision making is implicit*
* Source: Harvard Business School Press, Gerald Zaltman “How customers think”.
Antidote 3
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Antidote 3: Acknowledge 95% of decision making is implicit*
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Credit: BNZ Credit: FriskiesCredit: Migraine Tracking App
* Source: Harvard StartFragment Business School Press, Gerald Zaltman “How customers think”.
HEALTH CARE PET FOOD FINANCE
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“Let’s buy some new research. Let’s redevelop this product that did not work from scratch”.
Familiarity makes us all blind. Resources of various kind become invisible.
Dominant: Missing the Elephant in the room
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Antidote 4
. Innovation can be at your fingertips.
. Partner up to connect the dots.
Antidote: Repurpose and reinvent overlooked resources
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Antidote 4: Repurpose and reinvent overlooked resources
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Credit: AAMII Credit: Toyota Credit: DeBeers
AUTOMOTIVE DIAMONDS INSURANCE
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“It passed the test, we can launch. It failed the test, what now?”
One size fits all.
Can lead to ‘false negative’.
Dominant: Off the shelf, passed or failed testing
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Antidote 5
Antidote: Bespoke testing and learning. Use of fresh methodologies with
the idea in mind. . Learn quickly, efficiently and in
real time and identify how to pivot, if need be.
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Antidote 5: Bespoke testing and learning
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Credit: Pinterest Credit: SONY Credit: Pebble
TELEVISIONS SMART WATCHES SOCIAL PLATFORM
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“What is this project about? It’s the first time I hear about this. Too much money, operationally this is going to be a challenge, leave it.”
Non-collaborative and with limited buy-in of internal and external stakeholders, consumers included.
Dominant: In-silos innovation
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Antidote 6
Antidote: Upfront co-creation and ownership . Rally stakeholders upfront
around common goals.
. To increase relevance of ‘brand for me’, invite consumers, shoppers and influencers to participate.
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Antidote 6: Upfront co-creation and ownership
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Credit: Unilever Credit:Absolut Vodka Credit: Xiaomi
ALCOHOL MOBILE HAIR CARE
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“We need some news to share with consumers and customers for next year. What can we change or add to the product?”
‘Real’ NPD generally only takes place every 5 years.
Dominant: NPD is the answer
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Antidote 7
Antidote: Commercial Innovation, not just NPD. Change how you talk about your
product, rather than change your product.
. Opportunity to be local in the increasingly globalised world.
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Antidote 7: Commercial Innovation, not just NPD
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Credit: MC Donald’s Credit: Charmin Credit: Speaking Exchange
TOILET PAPER EDUCATION FAST FOOD
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“And when did you say this will be ready for launch? Can’t we launch any sooner? Yes, Q1 2018”
By the time ready, the market has moved on.
Or worse, a false positive on the premise of what you are perfecting.
Dominant: Perfect and Launch
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Antidote 8
Antidote: Launch and Perfect
. Make sure you are building the right ‘it’ before you build it right.
. Get a POV, create commercial innovations to start owning the territory before NPD is ready.
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Antidote 8: Launch and Perfect
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Credit: Apple, Ipod Credit: Coca Cola Company Credit: Eric Ries
BEVERAGES TECHNOLOGY CONSUMER ELECTRONICS
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Antidote 8 summary
1.Proactively pursue opportunities
2.Outside In innovation
3.Acknowledge 95% of decision making is implicit
4.Repurpose and reinvent
5.Bespoke testing and learning
6.Upfront co-creation and ownership
7.Commercial Innovation as well as NPD
8.Launch and Perfect
16@ Kitchen 8 Confidential
Welcome to Kitchen8
We are an energetic global brand innovation company.
We accelerate growth for our clients by reinventing their brands, products, categories and business models in ways that people love and share.
17@ Kitchen 8 Confidential
A few things about us
4 years old, doubling in size every year.
Best of East and West, with companies in London and Singapore and Kitchen8 representation in 5 continents.
Worked in 40+ countries across continents.
Experience in virtually all categories.
Client list includes Bata, P&G, Electrolux, Nestle, SCA, Pfizer, Bioderma, Baccarat and Danone.
All growth has come through clients’ referrals.
18@ Kitchen 8 Confidential
Global brand architecture for hygiene brand.
Brand repositioning for international luxury tour operator.
Body care product innovation in Malaysia and Singapore. Pro-bono work for Singapore-based charities.
Recent projects
Launch of a new premium bottled water for global roll-out. Brand repositioning for global domestic appliance brand in Asia. Category innovation for food dip brand in the UK. Global business model optimisation for international skincare brand.
19@ Kitchen 8 Confidential
Purpose
8 out of 10 brand launches fail. We find it unacceptable and want to reverse those odds.
From failure to prosperity.
The number 8 is a mark of prosperity in our native Asia and symbolizes the growth we want to create for our clients.
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Belief
We believe brand failure happens for a number of reasons:
is created from the inside-out, rather than from the outside in
fails to recognise the implicit nature of human needs & wants
overlooks assets familiarity has made become invisible
is non-collaborative, nor co-creative
focuses on expensive NPD.
In our kitchen, we don’t.
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In the kitchen
Stomachs are fed, senses are delighted, emotions surface. Relationships are nourished. People come closer, listen more, make food together, share conversations and plates.
In the kitchen truths are told. Inspiration is found. Creativity and energy flow. Bettering and experimentation are natural.
In the kitchen, proven and new ingredients are mixed, ideas flourish and new recipes are born. Risks are taken, mistakes are learnt from. Freshness and goodness make the difference and what’s in the pantry is used first: good kitchens waste neither time nor resources.
The kitchen and what it stands for inspires our culture. It’s our how.
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Method
Freshness We decode implicit, untapped consumer needs & desires
Inclusion End-to-end co-creation with clients, consumers and whoever plays a role in delivering brands to their audiences
Thriftiness Unlocking and repurposing of overlooked assets
Speed Creation of lean brands and product that are faster to the market that it’s waiting for them.
Sustainable Growth Growth made quicker, greater for longer.
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Tools
The kitchen is the place where creativity is always followed by action. At Kitchen8 we have developed a special mix to turn our fresh thinking into innovation that unlocks and accelerates growth. We can also help with trends and consumer understanding, workshop moderation, brand and communications strategy or portfolio and architecture work. Yet, we particularly like to create opportunities by sharing our fresh method and tools.
24@ Kitchen 8 Confidential
WEST
London
[email protected] +44 (0)7425 735371 [email protected] www.kitchen-8.com
EAST
Singapore
[email protected] +65 9117 4031 [email protected] www.kitchen-8.com