The Legend of Accidental InventionMuch innovation just happens, someone has an accidental spark of brillianceand the seed to an innovation is born.Unfortunately Insufficient quality innovation happens this way.
Great innovators have processes to make innovation routine rather than accidental.
Hold regular Innovation Ideation sessions Intense ideation over a few days.Innovation Camp
Structured Idea Generation Event(Innovation Camps)
PROBLEM: The cleaning power in the category is complex and uninteresting to 2nd tier city mums in China 360 degree cleaning HOW MIGHT WE … make cleaning more intuitive Inspired by “Intuitive Kitchen Logic” with Honey Locust With With Lemon Dish Effect
What are the Innovation Challengesfor a Brand seeking to enter thepackaged water category?WE NEED A CONSUMER PERSPECTIVE: -Why do people drink water? -When, where, how often and how much water do they need to drink? -Why don’t people drink more water?
Consumer Experience Mapping Walk in the consumer shoes through their experience with the category
Identify Confusion or Pain Points!How much water do I need to drink? All bottled watersWhy do I even need to drink water? seem the same Water is boring Water is heavy to carry I sometimes forget to drink water
HOW MIGHT WE MAKE WATER… More convenient More enjoyable More purposeful
Procter and Gamble are open innovation giants, with more than 35% oftheir new ideas coming from outside sources.Historically P&G relied on internal resources and a network of trustedcontacts to design, develop and supply new products and services. Thiswould usually sustain their annual growth goal of 4-6%.