Ever seen a great concept pass through research with flying colours, but fail at launch? We thought so. Ever seen a customer picking a concept board off a shelf in a supermarket? No, nor have we! It’s clear that a great concept is not a guarantee of success – it’s often not until an idea is realised that we know whether it’s going to truly change behaviour.
This is why design thinking is crucial for innovation; it’s what helps us move an idea smoothly along its journey from a simple insight to a tangible, marketable product or service. Design can provide the focus and structure that innovation so badly needs. It doesn’t have to be a perfectly developed ‘pack design’ but it’s about creating a ‘minimum viable product’ early on; a rough prototype, line drawing, story board, mood board or a facebook creative ad.
Our Ignition Sprints – inspired by lean like a start-up – put design at the heart of innovation. By co-designing ideas iteratively with consumers, we are able to accurately identify innovations with real potential to change behaviours.
The ‘fuzzy side’ of innovation is a thing of the past. The future of innovation is making ideas real, sooner.