Tag Archives: Clorox

Accelerate Growth Through Strategic Integration of Research During the Innovation Process

Stephanie began with crisis, a story about the kitty litter business. Competitive pressures were high. Market share was being lost. They needed a new product, in a hurry. From concept to packaging, they needed it all: RTB, packaging design, product name, name and product fit with top benefits, and fully baked complete concepts to test against legacy products and competitive products.

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Focus on WGAS to Unlock Marketing Innovation

We talk about identifying unmet needs and jobs-to-be-done when it comes to innovation, but there is no reason why we shouldn’t keep that line of thinking in mind when it comes to our marketing of a potential innovation (or any product or service). Thinking about the jobs-to-be-done or the needs that the customer is trying to satisfy instead of the commonalities of prospective customers from a targeting/segmentation might change the kind of marketing strategy and execution that you come up with.

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The Clorox Approach to Open Innovation

I have often argued that companies need to develop their own definition of open innovation and I was thus pleased to learn that Clorox agrees with this approach while watching a video presentation on their open innovation efforts (at the bottom of the post). The slides in the presentation showed that Clorox views open innovation as: More Capabilities and Expertise: ...

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Communication in Open Innovation

Unilever, Cisco, Whirlpool by Andrea Meyer Point: Good communication skills drive open innovation and collaboration Story: At the World Research Group’s 2010 Open Innovation Summit, many presenters stressed the role of communication for both innovation leaders and in promoting open innovation initiatives. Top-notch communication skills with senior executives, peers, partners help drive open innovation success. Stefan Lindegaard, author of “The ...

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