This document discusses an innovation strategy at Procter & Gamble that focuses on taking an entrepreneurial approach to building brands in new ways. It emphasizes deeply understanding consumer problems, measuring real-time behavior through digital learning, and quickly translating insights into solutions to grow businesses. The document outlines the development of a direct-to-consumer product called Tooth Fairy in a Box, which aims to improve children's oral health in a fun way for parents. It describes testing the product and business model through 80 landing page tests, and the five key changes made to boost conversion rates and make the initiative viable.

2. uture-Focused Portfolio
(Innovation Strategy)
Entrepreneurial
Approach
(How We Work)
Entrepreneurial Operatin
System
(How We Organize)
CONSUMER

3. Cultural
Shift

4. Constructive
Disruption

5. Strong
Partnerships

6. Support

7. Building
a Network

8. Round the
Mountain

9. Defining the Problem
Nicole Turner
Procter & Gamble

10. “The best brands win two crucial moments of
truth. The first moment occurs at the shelf, when a
consumer decides whether to buy one brand over another. The
second moment occurs at home, when he or she uses the
brand and is delighted … or isn’t.”
~ A. G. Lafley

11. PROBLEM SOLUTION BUSINESS MODEL
SEED 1
INCUBATEDISCOVER
SEED 2 SEED 3
VALIDATE
WHAT are
you doing?
HOW are you
doing it?
WHO is
doing it?
Exploring
Opportunity
Mapping
2 Experts
Developing empathy and
understanding
Testing options, looking
for the best solution
Building a business Growing a business
Quality time
Behavioral
Experimentation
Selling Running a
Business
3 Founders
(situational leadership)
Founders +
Team of Teams
Business Team +
Support Capabilities
3 Founders
(situational leadership)
Building Brands in New Ways!
Combining the best of 184 yrs w/ spirit of entreneupreship!

12. Define Our Core Values
We focus on
Understanding WHY
more then the numbers.
She’s our motivation
We All Own it,
We all Dig in.
Hands to Keyboard
We are committed to
Share our Journey
leveraging others, and
learning together
“From our hands to the keyboard.
All in house. All together”

13. 5
❶ ❷ ❸
Deeply
understanding
the problem
Measuring real
time behavior
Insights that can
instantly
integrated to grow
the business
Falling in Love
with the Problem
DIGITAL
Learning
FASTER
TRANSLATION & INTEGRATION
Redefining the HOW…

14. LOFA #1: This technology will solve a meaningful consumer problem.
PROBLEM
Solution
A
Solution
B
Solution
C
Solution
D
START-UP WAY IN REVERSE
SOLUTION
(TECHOLOGY)
Problem
A
Problem
B
Problem
C
Problem
D

15. Self service digital tools for fast – pace iteration.
• 5 problem domains
• 20+ real executions
• 300+ people
Lots of iterations,
watching and listening
to consumers navigate
❷ DIGITAL
Learning

16. • New business models potential
• Generate higher profit margins
• Build customer relationships
• Promote Referrals
Why DTC?
Lean is helping us learn
fast & in market
LOFA #2: We will have a viable business model via

17. Hands on keyboard,
literally.
• Website build
• Creative assets with tiny
studio & photographer
• Direct media buy
• Hands on data & analytics
• Supervise production &
fulfillment
❸ FASTER
TRANSLATION & INTEGRATION

18. She is our motivation

19. 1. Peel back the onion to get to the heart
• Multiple layers of product design that interrelated
• Don’t avoid the social and emotional components of
product design
2. Just try it, and watch your metrics
• Even the slightest changes in visuals or articulation can
greatly impact KPIs (key performance metrics)
• Give your experiments room to breathe before concluding
too quickly
• Don’t over think it, consumers are not
3. Show features, articulate characteristics
• Balance what you SHOW vs SAY in sparking a consumer
connection
A few more things to consider…

20. Tooth Fairy in a Box

21. A Diamond in the Data

22. Tooth Fairy Landscape

23. Kids’ Oral Health Landscape

24. What Kind of Parent Would Allow
Their Child to Get a Cavity?

25. What Kind of Parent Would Allow
Their Child to Get a Cavity?

27. Now Let’s Hear from the REAL Tooth Fairy
The Secret to Improving the
Oral Health of Children is….
1. Make it Fun
2. Build Healthy Habits
3. Involve the Family
Dr. Carol Summerhays-Gomez
Former ADA President

28. A Quick Detour

29. Design Sprint

30. Landing Page Testing

31. Introducing The Littlest Tooth Fairy

32. Tooth Fairy in a Box

33. Tooth Fairy in a Box is…

34. Tooth Fairy in a Box would be a blockbuster
initiative if it were not for one issue:

35. Tooth Fairy in a Box would be a blockbuster
initiative if it were not for one issue:
Almost nobody was buying it

36. 80 tests later,
we made 5 changes

37. #1: Build Credibility
Dr. Carol Summerhays-Gomez
Former ADA President

38. #2: Better Explain Value of the Power Brush

39. #3: Broaden Target
Parents of a child
with a wiggly tooth
Parents of a
child 4-8
years old

40. #4: The Box is Really for Parents

41. #5: Oral Health > Fun

42. The Results?
Conversion Rate vs. Goal

43. Need A Little Tooth Fairy Magic in Your Life?
Visit ToothFairyInABox.com and
use Promo Code LEAN2019 for $10
off your first order
And PLEASE—let me know what
you think: Duff.ja@pg.com