When innovating, are processes actually fostering a culture of genuine creativity, or just offering the lines to colour within?
It seems as though every company is striving to be seen as an innovation leader. But, are boundaries genuinely being pushed? or just playing it safe?
Latent attitudes, tick boxes and and a ‘safety first mindset can have a limiting impact. Failing to nurture the critical ‘creative flair’ and ‘happy accidents’ that spark the magic of truly breakthrough ideas.
The world and consumer behaviours are evolving rapidly, yet most FMCG companies’ innovation processes haven’t adapted to this pace of change. While some have dabbled with ‘boot camps’, ‘sprints’, and ‘lean start-up methods’, overall the core innovation steps have largely remained similar to what we’ve always done…for years.
Even as we ‘Sprint’… we often find ourselves testing formulaically written concept boards (that consumers will never see!) and crafting extensive business cases to size demand spaces.
And whilst we may intend to ‘launch and learn’ ….we often end up in a ‘hit and hope’ scenario instead.
How can we trade the comfort of the familiar and well-trodden for a more flexible and imaginative approach? One that nurtures unexpected ‘aha’ moments and the wonder of serendipity, but also allows us to identify ideas with real potential accurately?
At TBP, we strongly feel that design thinking holds the answer…
Here’s our 6-step plan for success