Articles on Innovation

Our thoughts on innovation, creativity and the Voice of the Customer.

How to Write Winning Concepts
How to Write Winning Concepts
    How to Write Concepts A well-developed concept is both an art and a science. The science comes from having the right elements in the right formula—for positioning concepts that means an insight, ...
Top 16 Reasons Why Great Ideas Become Bad Concepts
Top 16 Reasons Why Great Ideas Become Bad Concepts
  Just because you have a great idea doesn't mean you're going to have a great concept. A lot can go wrong in the concept development phase, regardless of how unique or helpful your idea is. Here are ...
Top 5 Reasons To Refine Your Concepts With Creative Consumers® Associates
Top 5 Reasons To Refine Your Concepts With Creative Consumers® Associates
Concept Development isn't just about crafting an initial round of concepts from the best ideas. It's also about refining those concepts to optimize their messaging and impact—best done when utilizing ...
How To Refine Concepts So They Have Greater Impact
How To Refine Concepts So They Have Greater Impact
What does concept refinement have to do with Daniel Day-Lewis? OK, yes, I’m a big fan but bear with me here. I see similarities between his world in the movie Phantom Thread and ours as concept ...
The Art and Science of Concept Writing: Advice from a Professional Concept Writer
The Art and Science of Concept Writing: Advice from a Professional Concept Writer
Concept writing is both a formulaic exercise AND an art form—but finding the right balance between the two can be difficult for those who are unclear about a concept’s true purpose. A concept is ...
Quaker Sweet & Salty Chewy Bars: A Success Story and Case Study
Quaker Sweet & Salty Chewy Bars: A Success Story and Case Study
After Innovation launches over previous years struggled in the marketplace, The Quaker Chewy granola bar team needed to get back on track. The problem was not lack of ideas or process, but lack of ...