Author Archives: Shelly Greenway

Sleep Innovation: The New Rules

  The sleep category is growing rapidly. Sleep, or more pertinently, the lack thereof, is increasingly an issue for more and more people. Levels of anxiety, stress and insomnia are on the rise. Consumers are looking for solutions, and willing to spend money on them. 30% of the UK and US population report symptoms of insomnia (The GoodBody, Aviva). The ...

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3 Ways To Join The Direct-To-Consumer Subscription Revolution

slim brown cardboard box being delivered through a letterbox in a front door

Direct-To-Customer Subscription The Direct-To-Consumer subscription model is booming. In fact, the online subscription service market has grown by more than 100 percent year-on-year for the past five years, jumping from $57 million in sales in 2011 to more than $2.6 billion in 2016 (McKinsey & Company). Why Now? A conflation of factors are fuelling the DTC subscription boom. The biggest ...

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Ideation Pitfalls Part 1: The Herd Effect

photo of a herd of wildebeest on a plain

Most companies don’t have a problem with generating innovation ideas. Many are awash with ideas. The problem is usually working out which ideas to resource and investigate further. And it is this process of initial idea evaluation that is often flawed. It results in good ideas being killed before they can even sprout any limbs. So, what is going wrong ...

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Bringing Agile Innovation into the Stage Gate Process

Everyone is talking about how to speed up their innovation process. Or, at least make it more efficient. It is the current hot topic, especially amongst the multinational Goliaths. And with good reason… Starts-ups and digital business models are proving over and over again that they are winning at the innovation game. And this is all through their adoption of ...

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3 Problems With Positioning Statements

The concept of positioning statements has been around for decades, however just because you know what positioning is, doesn’t mean you understand how to do it. The classic positioning statement is a fill-in-the blanks exercise where you create a single phrase that encapsulates what your offering is about relative to your competition. It usually looks something like this: There Are ...

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13 Plastic Packaging Alternatives

Why should brands care? Plastics is one of the biggest challenges the world is facing right now. Thanks to David Attenborough’s Blue Planet, consumers are suddenly aware of the thousands of tonnes of plastic filling the ocean. As plastic is so prolifically used, especially in packaging, brands are going to need to act quick to find plastic alternatives. In fact, ...

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Dive Into Guilt Free Indulgence

The latest in our series on trend mashups (which started with our article on eco lux) is the unlikely combination of guilt free indulgence. This is where the ‘better for me’ trend comes face to face with the societal shift toward a more hedonistic lifestyle. The Food Peopledefine this merging of priorities as “better for me indulgence”. As a nation, we’ve been ...

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