Articles on Innovation

Ideas To Unlock Your Creative Potential

Product Positioning: What's Your
Product Positioning: What's Your "So What?"
Positioning Products with Functional and Emotional Benefits When working on positioning statements with clients, we start by finding a unique, true consumer insight grounded in a need or problem, and ...
How To Develop Concepts that Will Pass in BASES, but Fail in Market
How To Develop Concepts that Will Pass in BASES, but Fail in Market
So many marketers are trying to write concepts that will pass BASES. In fact it often seems like passing is the end goal, when really what marketers want is products that will succeed in the ...
One Benefit To Rule Them All
One Benefit To Rule Them All
It never fails. When a group of people is excited about an idea, they run right into the biggest challenge of moving an idea forward. What is that challenge that plagues all successful innovation ...
Don't Skip The Kick-Off, or, Synchronized Swimming, Not 100 Meter Freestyle
Don't Skip The Kick-Off, or, Synchronized Swimming, Not 100 Meter Freestyle
The Importance of the Kick-Off I often find that the most undervalued portion of most projects is the kick-off, that time allotted at the very beginning of a project to get the facilitators and ...
How To Innovate in All Directions for Business Success
How To Innovate in All Directions for Business Success
Innovation from All Angles There are so many different ways to be innovative. I recently attended a conference on Sustainability at the Yale Center for Customer Insights and heard Gary Hirshberg, ...
Why Less Is More When It Comes To Claims
Why Less Is More When It Comes To Claims
The Danger of Over-selling Got a hot new product hitting the market? Are you looking for great positioning and claims to convince your consumers that it’s the perfect solution to their unmet needs? ...