By David Goudge
13 Mar 2018

Growth Building Block #3: Innovation

80% of innovations fail. So, innovation is all about making big bets - in the expectation of gaining big rewards. But that risk of failure can be significantly reduced - if you follow the right approach Equity-stretch innovation allows youRead More
By David Goudge
13 Mar 2018

Growth Building Block #2: Brand Renovation

There's nothing sadder than a great brand that's beginning to look past its prime. Brand Renovation is all about stripping away the irrelevant, retaining what’s good and evolving what’s left - to optimise your brand’s core values and make themRead More
By David Goudge
13 Mar 2018

Growth Building Block #1: Claims Optimisation

Optimisation is all about making sure your product or brand’s core proposition is relevantly differentiated and its reasons-to-believe are expressed in the most compelling ways possible. The objective is to express your product’s fundamental value proposition so clearly, that price-basedRead More
By David Goudge
2 Mar 2018

What’s a Rubber Chicken got to do with creativity?

Creativity has been defined as 'making inspired connections': Connections between unmet consumer needs ... and business capabilities Connections between materials functionality ... and practical challenges Even connections between product attributes ... and consumer beliefs Creative ideation workshops can be aRead More